Lo Loestrin

When Allergen came to us to hype up Lo Loestrin, their ultra-low estrogen birth control with their first major brand push, we knew we had to do something breakthrough. We found that all though nothing gives women more confidence than being “in the know”, many women don’t know what is in their birth control, and they were never taught to question the ingredients. If women worry about and look into what ingredients go into the products they put on their bodies, and the food they put in their bodies, wouldn’t it make sense for them to do the same with ingredients that go into a daily pill? We also found that while male birth control ads obviously talk about sex, female birth control ads seemed to talk about anything but sex— at least up until our campaign.

We launched our “Women who know” campaign on tv, print, digital and social. Using humor and real world sex-related scenarios, we designed the campaign to connect sex and birth control in a relatable way to young women. Lines such as “Women who know morning sex doesn’t have to lead to morning sickness know Lolo” were unheard of for the category. Using "Lolo" as a nickname for the brand, we empowered women to not only feel comfortable talking about sex, but to also learn about and talk with one another about what they are putting in their bodies.