Period care brand Mooncup is making its mark across the London Underground with an attention-grabbing OOH campaign which includes a full-page break-up letter written to a tampon from a vagina.
The letter begins ‘Dear tampon, there is no easy way to tell you this… it is over. I am breaking up with you.’
It goes on to list why things are better now, before signing off ‘Kind regards, Vagina’.
The rest of the creative includes a number of other real-life Mooncup testimonies, from brides wearing them on their wedding day to running an ultra-marathon while using one.
“Over the years, so many Mooncuppers have sent us their wild tales. But we really hit the jackpot this time,” said Mooncup chief of periods Lucy Lettice.
“Imagine, minding your own commute when you’re faced with a ‘It’s not you, it’s me’ letter from a vagina. We knew we had to get this plastered across the TfL network.”
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Mooncup went on to collaborate with independent bridal boutique Indiebride London, hitting London Underground stations with a bridal party inspired by one of the testimonials featured in the campaign.
“There’s a story behind every bride and Eva the bride was no exception,” added Lettice.
“She rocked her Mooncup with her white wedding dress – a stunt that would give any bride the jitters. But not Eva! Her fearless I do inspired us to hit the London Underground with our very own bridal party to bring this to life.”
The testimonial-based campaign follows on from a history of famous campaigns from the brand, including its 2010 campaign ‘Love Your Vagina’.
