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INTIMINA is a Swedish brand that, since 2009, has been offering the first and only range of products dedicated exclusively to taking care of all aspects of women's sexual health. With their new product, “KeggelSmart2”, we were requested to come up with a creative campaign with the aim to introduce this new product to the world and, therefore, raise awareness about strengthening the pelvic floor in order to avoid urinary incontinence among other problems.
Needless to say, if there was someone in Spain who eventually brought to light the issue of women facing urinary incontinence, it would be Concha Velasco with the brand Indasec. The advertisement was a milestone in the 2000s and is still remembered today. What neither Concha nor many other women knew, was that this problem can actually be resolved by strengthening our pelvic floor.
This is how the creative idea “PONLO FUERTE” (strenght it) for the Intimina brand was born, with are own Concha, another real Concha Velasco, endorsing their new product, KegelSmart 2.