Hanky Panky
We used cats as a cheeky reference to women’s vaginas, playing off the common way many women refer to them as “cats” or “kitties.” It highlights a contradiction: women often sacrifice comfort, breathability, and fit when it comes to their thongs, yet no one would ever treat their actual pet cat the way they treat their own “kitty.”
Target
Sasha is a 32-year-old corporate baddie living in New York City. She listens to "Call Her Daddy" on her walk to the office, and just like her walking-to-work shoes, she's sensible, but that doesn't mean that under her sad grey pantsuit she can't have a fun little surprise. She prioritizes quality over quantity in every aspect of her life - from her 12-step skincare routine to her $7 oat milk latte and, of course, her Hanky Pankys.
Strategy
We used our target to uncover a key tension: she prioritizes quality and comfort in every part of her life, yet accepts discomfort when it comes to thongs. The cat metaphor makes that contradiction relatable and playful, leading to “Be nice to your kitty” you don’t have to sacrifice beauty for comfort, helping women realize and commit to a luxury they should be investing in.