The incontinence protection manufacturer, When It Rains It Pours AB (WIRIP) has been profitable for several years. However, they never reach the same volumes as the market leader. WIRIP has now decided to make a massive communication effort to challenge their competitor. A higher purpose is to normalize incontinence.
We realize that people feel alienated in today's communication regarding incontinence. The advertising is very stereotypical and often bound to traditional gender roles.
Our solution is to deconstruct and renew the standards of incontinence. This is partly done by creating a gender neutral identity that is welcoming, while also launching a campaign that speaks in an honest, modern and norm creative way.