What Ever You Call it, pH-D Feminine Health Wants You to Take Care of Your Lady Parts

Beaver. Punani. Taco. Cootie Cat. Hoo-Ha. Women have a million names for their lady parts. Now, pH-D Feminine Health, the #1 doctor-recommended solution for vaginal odour, is launching a bold and unabashed national brand campaign and tagline, 'Love & Hearts for Your Lady Parts,' that celebrates all the ways women choose to own their feminine energy at every stage of life. It also reminds them that the most important choice is to take good care of their vagina. 

The campaign was created by independent agency Curiosity, representing the agency’s first work for the brand since being named its Creative and Social AOR in April following a competitive review. 

'Love & Hearts for Your Lady Parts' consists of three videos, a :30 hero spot and two :15s, in which a voiceover lists common nicknames women use for their vaginas, a playful pushback against the shame and taboos women feel about their bodies that prevent them from taking proper care of themselves. “At pH-D, we don’t give a blueberry muffin what you call your lady parts, as long as you take serious care of them,” the ads remind. 

The hero spot features pH-D’s Boric Acid Vaginal Suppositories,Boric Acid Foam Wash and its new Vaginal Moisturising Gel, while the :15s feature the Boric Acid Vaginal Suppositories and Vaginal Moisturising Gel, respectively. The campaign will run on broadcast TV, including the Bravo, HGTV, Food, BET and OWN networks, and across connected TV on platforms including Hulu, Roku, Tubi, Vizio, Samsung TV + and SlingTV. 

“It's hard to believe that in this day and age we continue to experience pushback from media outlets about using the word “vagina” in our marketing. It’s a huge part of the reason inappropriate societal stigmas associated with women’s health still exist,” said Deeannah Seymour, co-founder of pH-D. “So we decided to talk about vaginas the way most women talk about their vaginas…without technically being able to talk about “vaginas.” This campaign was our way of encouraging women to have comfortable conversations about vaginal care, no matter what they call their “lady parts.”

The work was directed by Nicolina (Nico) Knapp and Magnus Hardner of B-Reel Films. Production took place in Stockholm, where a taxidermied beaver on a skateboard -  a last-minute stand-in for an actual beaver, which it turns out are notoriously expensive and difficult to book - caused a commotion among local passers by. The decision was ultimately made to go with a CGI beaver. 

“Sometimes the best way to get people comfortable discussing a serious subject is through humour. We’re hoping the fun and funny names women sometimes call their vaginas or vulvas that we feature in our spot, gets women’s attention, and invites them in, at whatever comfort level they’re at, to think and openly talk about their vaginal health,” said Katie Gerdes, group creative director at Curiosity.

pH-D is launching 'Love and Hearts for your Lady Parts' to coincide with the brand launching several additional new products at Walmart and CVS, greatly expanding their national retail footprint. The product line expansion goes beyond vaginal suppositories to meet the wellness needs of women throughout all stages of their lives, including a vaginal moisturising gel targeted at women going through menopause.