For Aussie female teens, tampons are the go-to period product. To launch the new Bonds Bloody Comfy Period Undies - a natural, more liberating way to period - we needed to reach them in a way they'd want to listen.
We created Bonds Unplugged: The world's first acoustic album about periods, written entirely by artists on their period. We assembled six chart-topping artists that Aussie teens look up to and got them to write an acoustic-style song on their period, while wearing Bonds Bloody Comfy Period Undies. We then recorded the songs live and unplugged and released them as an album across major streaming sites, and as live performances across multiple social platforms. The undies sold their absolute pants off. But most importantly, through the power of music, we instilled period pride in teen girls and introduced them to a better, comfier, new way to period.