PILL? FORGETTABLE
IUD? INVASIVE
RING? CONFUSING
![Patch [Converted].png](https://static.wixstatic.com/media/c1e00e_0f95089ce0714f3d8ca59d4d55c7f7c6~mv2.png/v1/fill/w_133,h_133,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/Patch%20%5BConverted%5D.png)
PATCH?
simple.
Twirla® was the first birth control patch to launch in years. Competing against ~250 other contraception options available for women, it needed to grab attention with a new generation in order to be successful.
the challenge
the strategy
Use young women’s complaints about current birth control options as the lingua franca to introduce a new solution that better fits their dynamic lifestyle. Let the simplicity of Twirla set it apart from the pack.
For our Gen-Z audience, authenticity is everything and a hard sell is a hard no. So we developed a connected TV spot to introduce our Twirla messaging with characters and conversations in fun, lighthearted situations—where they feel safe talking about anything and everything.
To dynamically target our 18-24 audience, the commercial was rolled out across high traffic platforms:
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the solution
the spot
