Twirla 'Patch & Play' TV Spot

The Challenge: Twirla® was the first birth control patch to launch in years. But competing against more than 250 other contraception options available for women, it was entering an extremely cluttered marketplace. It needed to grab attention with a new generation in order to be successful.

The Strategy: When it comes to contraception, women are most familiar with the pill, though they worry about their ability to remember to take it daily. Other options, like IUDs or gels, are perceived as invasive or gross. Our audience, the standard-bearers of the "share" generation, are extremely vocal when products fail them. So we use young women’s complaints about current birth control options as the lingua franca to introduce a new solution that better fits their dynamic lifestyle. We let the simplicity of Twirla set it apart from the pack.

The Solution: For this Gen-Z audience, authenticity is everything and a hard sell is a hard no. So we developed a connected TV spot to introduce our Twirla messaging with characters and conversations in fun, lighthearted situations—where they feel safe talking about anything and everything. To dynamically target our 18-24 audience at the household level, we tapped into purchase data to find women who have recently bought contraceptives, as well as Crossix medical data to locate women who are currently on other birth control treatments, all to demonstrate Twirla as the simpler solution for their birth control needs.