Sustainable period care brand Ruby Cup has unveiled a London Underground marketing drive for its new period underwear line.

Crafted by Ruby Cup in-house, the activations were created by an all-women team that included the firm’s artistic director Elena Picchi, CEO Amaia Arranz and marketing assistant Chloe Arneberg.

The campaign is part of the period care firm’s 360 rebrand which aims to foster a “customer-centric approach”.

Media placement was handled by media firm Global and graphic design by marketing agency Hypnos Media and ads will appear at nine London Underground Stations including Liverpool Street, King’s Cross, and London Bridge, from 24 February to 9 March.

Alongside the out-of-home activations, there will be a social media push on Meta and TikTok.

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As part of the campaign, Ruby Cup has launched a corporate social responsibility programme that allows companies to provide Ruby’s period care products to their employees while supporting charities through its “Buy One, Give One” initiative or 2% donation option.

Ruby Cup artistic director Elena Picchi said: “Ruby Cup started as a disruptive response to a standardized industry, one that had remained unchanged for decades. From the beginning, we’ve challenged norms and broken barriers, proving that period care can be sustainable, inclusive, and empowering.

“The disruptive energy of our brand has always been at the core of what we do, driving us to rethink not just products, but also the conversations around menstruation. One of our mantras is ‘Choose Change’, because real progress happens when we dare to do things differently.”

The line will be available in sizes XS to 4XL.

The brand will launch a secondary campaign on 7 April for a secondary period underwear line ‘Fearless’.