Australian-born underwear brand Bonds has launched a new marketing campaign to mark the re-introduction of its Bloody Comfy Period Undies range, running across out-of-home, digital and social media channels.
The “Call It What It Is. Period.” campaign has just launched, featuring three-time Olympian Jessica Fox, activist and ecologist Zinnia Kumar and model Holly Rose.
The campaign is aimed at stopping people from using euphemisms such as ‘Aunt Flo’ and ‘Shark Week’ to reference periods.
The re-introduced Bloody Comfy range comes with an extended built-in gusset across full brief, boyleg or bikini styles. It is available in four levels of absorbency, including ultra light, moderate, heavy and overnight, and now feature colour-coded pip tags to improve accessibility.
Bonds has also upgraded its ‘Retro Rib’ range to be period-proof, available in three shapes; Hi Bikini, Hi Hi, and Gee, each featuring a flexible gusset.
“Let’s be real, it’s about bloody time we stopped calling periods ridiculous names to make those around us a little more comfortable,” Bonds’ senior brand manager Edwina Moller said.
“As a brand committed to period comfort, we want to empower Aussies everywhere – not just those with periods – to simply call it what it is. This campaign is a bold reminder to live unapologetically and make sure you’re comfy doing it.”
The new period wear range is available at Bonds stores and online, as well as in Coles, Woolworths, Big W, Target and Farmers (NZ) stores nationwide, with prices starting at $19.99.
The latest local campaign from Bonds follows its US-launch campaign earlier this year featuring Australian personality Robert Irwin.