Icon Makes TMI Product Accessible With Pitch-Perfect Promotion

The condition of their pelvic floor is not a topic women share with abandon. But anyone who’s had a baby or reached a certain age is fair game. 

Google the term “pee-proof underwear” and you’ll be greeted by a series of images reminiscent of Bridget Jones’ granny pants with brand names “Reassure,” “Eversure” and “Wearever.”

Enter Icon undies

I learned about this pee-proof underwear brand through a women’s Facebook group I’m active in. It’s produced by THINX, which also makes a line of period-proof panties. 

Through words and total insight into the customer’s experience, THINX brings the topic of incontinence (even if only temporary) out into the open and had me shelling out $30 to try a pair of the bikini undies that absorb up to 5 teaspoons of liquid. 



How does icon lure you into this price point? It’s the copy.

Okay. Some of the copy is cringingly punny: “Welcome to the Tinklehood… Join our VIPee list to stay in the loop and get the scoop on new products.” Then there’s “Urine luck.” 

But there’s also this … “Yup, it happens to 1 in 3 women, from spring chickens to silver foxes.”

The icon site then goes quickly into the underwear’s product benefit. 

“Each pair holds up to 5 teaspoons (of liquid), and gets your underwear game on point.” 

Icon replaces bulky pads and pantyliners, because who wants to feel like they’re wearing a diaper? (No one, that’s who.)

Yes, you can wear ’em all day. Yes, they’re machine washable. And yeah, they’re totally life-changing.” 

The reviews are also kept honest. Most lather praise on the product, and each reviewer is asked to list her triggers. But requests for product adjustments are in the mix, keeping the whole thing authentic.

Any big-budget brand marketer can learn something by visiting the Icon undies website. The pitch is perfect. Whether it’s “I Conversations: Digging Deep With Our Lady Crushes” or the blog “Body Banter: We don’t believe in TMI.” 

Another element of the Icon experience is a referral program that offers $10 for each new customer exposed to the brand through your recommendation. Language for an email is provided to get the process rolling. Nice touch.

A bulk discount purchase program dubbed the “Tinkle Kit” offers discounts of up to 20% when 10 or more pairs are ordered at once. 

Then there’s the content marketing. Advice columnist Sheilah is Icon’s Dear Abby — direct and down-to-earth. A charitable component makes donations through the Fistula Foundation. Every pair of Icon sold helps fund life-changing surgeries for women in developing countries.

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