Carefree is the product that gets tucked under the sink next to the plunger and the emory boards. We wanted women to think about it more often than a few days a month. So we redefined the category.
“Fresh is Fierce” challenges ideas of what it means to wear a pantyliner and why you shouldn’t care if it falls out of your bag at a restaurant. Last generation, Carefree helped avoid embarrassment. Today, it’s about feeling unabashedly fierce. Every. Single. Damn. Day.
2.9M video views; Campaign hit goals in less than a month
Social content reinforced the confident feeling Carefree provides with real women being all awesome.