Bonds: Live life unplugged

Underwear brand, Bonds, launched its new period underwear in Australia with the world's first acoustic album written about periods by women on theirs.

Executive summary 

This is the story of how Bonds, Australia’s most famous underwear brand, launched its most successful new product of 2020 in a category they’d never existed in before – one in which the brand had zero awareness and the audience was highly averse to brand engagement.

For the launch of their period underwear – washable, reusable underwear designed to be worn in place of a tampon or pad – Bonds tapped 6 of Australia’s rising music stars to create Unplugged, the world’s first acoustic album written about periods by women on theirs.

Through this innovative approach, Bloody...

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