Monistat: Box Talk
Monistat is the number one over-the-counter treatment for yeast infections. Having already established themselves as a pharma leader, the brand wanted to humanize the conversation surrounding yeast infections.
But after one of their advertisements used “granny panties” as a metaphor for how women feel when they have a yeast infection, Monistat caught some flack from the Granny Panty community. The result? A faux talk show panel with members from both sides of the debate.
We also produced a series of SomeECards as social content, and a few spin-off videos hoping to disqualify rumors surrounding yeast infections.
My Role: Concept Development, Copywriting
Copy Partner: Jonathan Skale
Art Director: Lindsey Tweed
Creative Direction: Rich Wakefield