Making period undies something to sing about.
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. Introducing Bonds Unplugged: the world’s first acoustic album about periods, entirely written by artists on theirs.
Working with engineer Anna Laverty, we recorded the album live and unplugged at Melbourne’s legendary Sing Sing Studios.
We even went Unplugged on the telly.
The result? A 356% uplift in sales which was very bloody excellent indeed.