VIA Named Creative Partner for Period Solutions Provider Flex

VIA, Portland, Maine-based full service advertising agency has been named a new creative partner for Flex, a period solutions provider. Their key products include: Flex Disc (Menstrual Disc), and Flex Cup (Menstrual Cup). VIA will help Flex establish their personality in the world and dispel stigma and awkwardness around periods by creating reliability through humor. This will be Flex’s first ever mass awareness campaign and the most media dollars they have spent to-date. The first campaign is expected to air at the end of April 2021. Additionally, VIA won this new piece of business through a competitive pitch.

An innovative product required an innovative agency and Flex sought out VIA as the ideal partner to launch their first major awareness campaign with. VIA’s history with both big name brands and more nimble startups makes the agency suited to help brands jump that gap. The brand represents a major cultural shift from 'feminine care' and the creative tropes that go with it, to 'period care' and creating non-gendered work that appeals to all menstruators. They are looking to move from one among many DTC period solutions to positioning themselves as a disrupter in menstrual care and the first true innovation in period care since the 1930s. They are not looking to be the challenger brand to Diva Cup (largest menstrual cup competitor) but rather define a new category with the Flex Disc innovation. 

Flex’s audience focus is on GenZ who is seeking out more inclusive, wellness oriented, sustainable products and whose attention is hard to garner.

Sarah Blais, client strategist at VIA said: "The way we talk to women about their periods has long been the butt of many an advertising joke (fields of flowers, blue goo, hushed tones, shades of pink) and we're overdue for a new way to speak with menstruators. We are thrilled to partner with the incredible team at Flex to bring a fresh, honest take on the period care category and help make all menstruators feel seen."