Towels for teens, parent-friendly packaging, big yellow buses

Brief

Start-up brand Betty came to us with a great product and a problem to solve. In the crowded, jargon-filled feminine hygiene market (ultra-long, super-plus, cotton-feel pad with wings, anyone?), there were no sanitary products aimed directly at young girls.

Solution

We knew we needed a two-pronged approach to Betty’s challenge: young girls have limited-to-no purchasing power, and it’s their parents who buy their period products.

So, we created a dual communications strategy, helping parents understand their daughter’s needs and reassuring girls about the practical side of periods.

The in-store product packaging design speaks to mum and dad at the point of purchase, with info about size, fit and the natural materials. Inside, the content’s bright, fun and clear — perfect for the young user. Whereas the Direct to Consumer packaging focused on being fun yet discreet.

And because periods are about the least fun thing ever, we created some fun of our own — with Betty Buses: an experiential on-the-road educational campaign aimed at 8-11-year-old girls, with space for workshops, talks, and games.

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“Straight Forward really understood that this project is about helping girls take charge of their lives as they move into womanhood. The brand and communications strategy totally takes the fear out of what can be a confusing time, and makes it about girls sharing experiences and supporting each other.”