! ! # 7! !KEY TAKEAWAY! THINK OUTSIDE OF THE BOX! !! What drove the brand’s message home was delivering content that was unique for the industry. ! They played with classic industry items like having the CEO drink the blue liquid that is typically used to demonstrate sanitary pads’ absorbency, as well as the metaphors used in commercials (roller blading, horse riding..).! Last but not least, this video connected with women – a complicated challenge, given the range of senses of humor of women all over the world.! ! 28! ! LaMercatique!