Stayfree's new campaign: different pads for period days and nights

Stayfree, a prominent menstrual hygiene brand, has launched a new digital campaign for its Secure Nights product to highlight the necessity of different pads for period days and nights. This digital film, conceptualized by DDB, emphasizes the unique design of Stayfree Secure Nights, featuring a wider back and longer length to provide up to 100% leakage protection. This ensures worry-free sleep even during heavy menstrual flow.

According to a study conducted by IPSOS Research Private Limited, 42% of the 2,294 women surveyed reported sleeping differently during heavy flow days of their periods. To address the discomfort associated with sleeping during period nights, Stayfree Secure Nights sanitary napkins offer 2X better coverage with their extended length and wider back, ensuring up to 100% leakage protection. Additionally, these pads feature a cottony soft cover, providing comfort and a gentle feel on the skin, helping to avoid irritation.

The new digital film captures the challenges women face during their period nights, emphasizing the importance of choosing the right pad for maximum protection and comfort. The film depicts a woman struggling to find a comfortable sleeping position, her distress alleviated when she discovers Stayfree Secure Nights. With this product, she can sleep in any position without worrying about leakage or staining.

Manoj Gadgil, Vice President of Marketing and Essential Health Business Unit Head at Kenvue, comments on the campaign: "As a brand, we understand that period nights can force women to sleep in one position due to the fear of leakage and staining, adding another layer of discomfort to their period experience. We designed Stayfree Secure Nights to address this issue with a superior, cottony soft pad that is longer and wider, providing up to 100% protection from leakage and staining while sleeping. Our latest campaign offers a solution to women’s nighttime leakage concerns during periods, allowing them to sleep worry-free through the night."

The campaign will be featured across various platforms, including YouTube, Meta, and leading OTT channels, ensuring widespread visibility and engagement.