Turning a taboo topic into an online trending conversation

The Pretty in White Panty campaign redefined the white panty, challenging teen girls to wear it proudly with Carefree pantyliners, which keep their panties fresh and clean. By turning the white panty into a creative canvas, we encouraged self-expression and made it fun to decorate and personalize.

The campaign began with a web app where teens could design a virtual white panty and gain access to an exclusive fashion show. The show featured Carefree’s first-ever white panty collection and allowed attendees to meet teen idol Liza Soberano while decorating real white panties. We also created personalized Facebook videos to educate teens about feminine hygiene in a non-taboo way and shared tips on keeping their white panties fresh.

The campaign led to a 7.3% growth in business and secured Carefree’s 48% market share, ahead of competitors. Over a hundred girls attended the fashion show, and the online videos garnered over a million views. Teens shared personal stories, building a stronger connection with the brand and reinforcing Carefree’s position as the leader in feminine hygiene.