Your body. Your choice.
Dame
WHAT WE DID
A full rebrand with strategy, naming, verbal identity, strapline and launch campaign.
HOW IT WENT
Dame became the first ever period brand to show a woman wearing a tampon, with the string hanging out of her underwear and clearly visible. This formed part of a major OOH campaign on London buses and in national media publications.
The Challenge
Dame started out as Sanitary Owl, a DTC subscription service for period products. Founders Celia and Alec came to us with the challenge of transforming Sanitary Owl into an eco-friendly, feminist brand with real purpose; to introduce sustainability as a key purchase driver - alongside convenience.
The Approach
We needed to connect with eco-conscious audiences who aren't willing to settle for the status-quo around women's health and wellbeing. This was all about building a plastic-free, chem-free brand that stood for – not damsels in distress – but DAMES. It was time to say no to the weird blue liquid poured onto period pads in telly ads, stop showing women in white jeans and start showing some blood. It was time for a period brand that wasn't afraid of honest conversations and breaking taboos.
The Outcome
DAME rebranded in 2018 and in 2019, launched into Waitrose. A meaningful name and brave new narrative, centred around real choice for women with no compromises. Designed to reflect DAME's confident unapologetic identity, their new voice spoke to millenials (and younger people) who aren't willing to settle for what their parents went through.
