Challenge
Paper and plastics manufacturer First Quality needed to completely reimagine their ingredient brand, Dri-Fit, and position it as a standout choice for businesses and individual consumers alike. Tasked with introducing the ingredient’s unique blend and capabilities to a competitive–or often quietly embarrassed–market, we needed to highlight its technical superiority while addressing the deeply personal, emotional realities often overlooked in incontinence and feminine hygiene products.

Approach
After extensive research with caregivers and many hours of collaborative workshops with engineers, we developed a brand that resonated on both a functional and emotional level. The launch featured a full 360-degree campaign centered on a poignant short film and PR activations that aimed to bring humanity and even humor into conversations that people are often embarrassed to have out loud.