Launch a new drinks brand that did something unlike anything else in the market already, and create a brand launch campaign.
We wanted to create a drink that served a purpose and make a real difference to consumers.
FemininiTea is a herbal tea that comforts and supports women on their period. Made from spinach, kale and ginger, it soothes, revives and uplifts women during this time. Our ingredients are specifically chosen to do so. Naturally sourced and are high in Iron, Vitamin C and other important nutrients that are diminished and lost during a woman's period. Spinach is packed with Vitamin C, allows the body to absorb Iron much faster. Kale is a natural aid against anaemia and fatigue due to its high Iron content. And finally, ginger reduces nausea and is a natural anti-inflammatory reducing soreness and muscle pain, to help fight menstrual cramps.
We wanted to remove the social stigma and taboo surrounding periods in society. We wanted to confront them head on and show there's nothing embarrassing about them. After conducting primary research we found out women dislike the inaccuracy of current period advertising where they are made out to be easier to deal with than they really are. We wanted a real and honest campaign that cut out the metaphors and got straight to the heart of the problem and our solution.