We saw that key to calming a woman’s emotional state is science and a stick.
  • Challenge: Part of the anxiety of thinking you may be pregnant is the experience of using a pregnancy test stick. Convince women that this new test relieves that worry.
  • Strategy: Highlight the beautiful science of the pregnancy test stick that’s designed to ease your anxiety because it’s easier to use. Tell the story in both English and Spanish.
  • Big Idea: The ease of knowing sooner.
  • Result: The campaign further solidified the brand’s #1 position.