Marketing the Unmarketable: What "Thinx" Taught Us About Breaking Taboos!
Periods!
For years, they’ve been a whispered topic, surrounded by stigma and silence.
Then came Thinx, the period-proof underwear brand that dared to challenge cultural norms - and built a $50M business in the process. 🚀
But their journey wasn’t smooth. They faced skeptical investors, ad bans, and a society reluctant to talk about menstruation.
So, how did they go from being dismissed to leading a movement?
Let’s break it down:
🌟 The Bold Beginning
In 2011, three fearless founders - Miki Agrawal, Radha Agrawal, and Antonia Saint Dunbar - decided to revolutionize menstrual care.
Their vision?
Period-proof underwear that’s absorbent, leak-resistant, and reusable.
But it wasn’t just about the product. Thinx aimed to redefine how we think about periods.
They saw the stigma as a gap in the market—and an opportunity to spark change.
However, the odds were stacked against them:
Investors questioned the marketability of the idea.
Lenders dismissed them outright.
Suppliers hesitated to partner with a "taboo" brand.
Still, the founders pressed on, bootstrapping their way to create a game-changing product.
🚇 Breaking the Silence with Subway Ads
Marketing a taboo topic wasn’t easy.
Thinx decided to tackle it head-on with a bold NYC subway campaign in 2015.
The ads featured sleek visuals and clever copy, like grapefruits and runny eggs, paired with the tagline: “Underwear for women with periods.” 🩸
The response? Explosive.
The MTA initially rejected the ads as “too explicit.”
Public outcry ensued, forcing a reversal.
Thinx became the talk of the town.
Result? A 2,000% increase in website traffic. 🎉
This bold approach not only boosted sales but also started a larger conversation about menstrual health.
🌍 Making Periods Mainstream
By 2017, Thinx wasn’t just selling underwear - they were reshaping an industry.
Key milestones include:
Generating $50M annually by 2017.
Sparking global conversations about menstrual equity and sustainability.
Pioneering reusable products in a market long dominated by disposables.
And the impact didn’t stop there.
In 2022, Thinx reached a new milestone:
Acquisition by Kimberly-Clark, the powerhouse behind Kotex and Huggies.
This partnership expanded Thinx’s reach globally while keeping their mission intact: empowering menstruators and reducing waste.
📊 The Numbers Tell the Story
$100M: Thinx’s estimated peak earnings in 2021.
20B: Tampons and pads discarded annually in the U.S. - a problem Thinx is tackling.
70%: Customers who said Thinx gave them confidence during their period.
1,600+ tons: Waste diverted annually thanks to reusable products like Thinx.
💭 What Can We Learn from Thinx?
1️⃣ Challenge the Status Quo: Tackling taboo topics can unlock untapped markets.
2️⃣ Be Bold in Marketing: Sometimes controversy is your best ally.
3️⃣ Stay Mission-Driven: Authenticity builds trust and loyalty.
Thinx proved that even the most stigmatized conversations can lead to transformative businesses - with the right mix of innovation and grit.
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