Period apparel brand Modibodi to build a luxury loo for VIP punters at Splendour
Leak-proof apparel brand Modibodi will construct a luxury loo at the upcoming Splendour in the Grass music festival, in a unique experiential activation.
The partnership, crafted by Publicis Sport and Entertainment and strategized by Zenith, is the first for the brand in the music space.
Allowing punters a welcome break from the horrors of a festival portaloo, the pop-up bathroom can be accessed by signing up to a VIP door list or buying products from Modibodi’s on-site store.
The campaign aims to challenge scepticism among consumers about the reusable period care category and the product’s appeal in the key 18-25 age demographic.
Zenith co-national head of strategy and planning, Sarah Heitkamp, said: “While everyone talks about the acts, the dancing, and the fun they’ve had after a festival, we also know how easily the experience can be dampened by being on your period.
“With the challenge of finding a comfortable loo and the constant fear of leaking through your pad or tampon – especially when you’ve secured the best spot in the front row of your favourite act – it can be a stressful time, particularly for young women, who are much more likely to be self-conscious about period stains than any other age group.
“Modibodi’s partnership with Splendour combats this head-on, offering a leak-proof solution, plus access to VIP toilets – ensuring the audience have peace of mind when they need it most, without missing a moment of the weekend.”
Liana Lorenzato, Modibodi’s chief marketing officer, said: “At Modibodi we understand that life doesn’t stop on your period, which is why we are delighted to partner with Splendour in the Grass to save the day for festivalgoers and bring them leak-proof peace of mind thanks to our Modibodi ‘Life-Changing Loos’ and retail pop-up shop.”
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