Pitch Concepts for Revive
THE BRIEF
Women as young as 37 can start experiencing stress urinary incontinence (SUI) from going through childbirth or other issues from strenuous activity. There is a lot of negative stigma and the existing conversations around hyperactive bladder and more ‘mature’ issues vs. SUI. No true solutions are readily available and the only choice ends up being a bulky and embarrassing pad – a constant reminder of their condition. They are left feeling inadequate, less of a woman, and alone with this issue.
Position Revive as the ultimate solution for SUI – the Gen X brand that ‘gets’ them and exists to give them their life back.
The single most important idea is “OWN IT” – accept SUI as a “thing” and own your ability to find a solution that lets you live your life the way you want to.
THE IDEA
"Do the Confi-Dance"
With Revive, women can finally break free from embarrassing stress urinary incontinence (SUI) moments and gain the confidence to live their active lifestyles again. We’re expressing this confidence through a new dance craze called the Revive confi-DANCE! Step aside, SUI.
THE CREATIVE ADLOB