Carefree #FreshIsFierce launch video

Carefree wanted women to see pantiliners as more than just a period thing. To transform liners into a source of everyday freshness, we launched #FreshIsFierce — a rallying cry delivering doses of confidence to women throughout their day. We kicked off the campaign and helped introduce the brand’s new attitude with an online spot featuring guys attempting to explain women’s daily beauty routines. Within a few months, the video garnered over 12.8 million views.