Client
TOM Organic
Project
Your Cycle Consciously Complete
Focus
Campaign
The Spark
A brand driven by purpose, TOM exists to make a positive impact in the personal care space. The brief? Develop the creative territory and messaging for TOM’s latest addition: the Bikini Period Brief. Our task was to introduce this new style within the TOM Organic reusable range - empowering the modern, conscious consumer with more choices to suit their flow, preferences, and daily routine. Collaborating closely with Art Director Marsha Golmec, photographer Nick Dale, and Cry Baby Production, we brought the campaign to life from concept through to execution.
The Outcome
The campaign successfully achieved its objectives. According to the 2023 Brand Health Report, 70% of respondents selected TOM Organic in response to the promoted brand recall question: “Please tick all the Period Care brands you would consider buying period underwear from.” There was also a positive shift in responses to: “Please tick all the Period Care brands you would consider buying tampons from” - indicating the campaign not only drove interest in reusables but also strengthened TOM's position in the disposable category. Both purchase intent and overall brand score saw an uplift compared to the previous year.
