Care That Goes There
Yeah, we went there.
Idea
Chances are, if you’re a woman, you’ve experienced a UTI, yeast infection or bladder issue in your lifetime.
And chances are, you’ve experienced the shame of walking into a pharmacy to buy products to treat those issues.
So why do we treat them with shame, discretion and weird euphemisms?
AZO knows that treating and caring for your intimate health is completely normal– and should be treated as such.
Challenge
AZO was looking for a brand campaign that would position the brand as a women’s health liberator with a portfolio of intimate health solutions in and beyond UTIs.
#1 - Drive awareness of AZO’s brand role and portfolio offering
#2 - Drive consideration and trial of AZO’s portfolio of products
Insight
3 out of 4 women will suffer from a yeast infection in their lifetime.
1 in 5 women suffer from chronic UTIs.
50% of women have issues with bladder control.
And yet – 72% of women admit to adding other items to their shopping basket to hide feminine hygiene products.
Despite how common these vaginal health issues are, women face judgment, shame, and inaction.
Masterbrand
UTI
Bladder Control
Masterbrand
UTI
Bladder Control