• by Fern Siegel , April 9, 2024

Curiosity was named creative and social AOR for pH-D, the over-the-counter feminine hygiene product.

The Cincinnati agency will launch a national brand campaign for pH-D this summer. It will be the first brand to use the word “vagina” in a TV commercial. The work targets a mainstream female audience, including the 50% of women who suffer from vaginal odor and those going through menopause. 

The win comes on the heels of a national distribution deal that pH-D signed with Walmart, greatly expanding its retail footprint. Curiosity’s work will focus on removing the stigma surrounding the issue, so women can feel comfortable about their bodies.

Deeannah Seymour founded pH-D in 2014. Today, pH-D’s boric acid suppositories, once only available via gynecologists, are available at more than 50,000 retail locations worldwide. The company has been one of Inc.’s 5000 Fastest Growing Private Companies for the past three years.

PH-D previously worked with Fancy, a woman-owned agency based in New York. 

Curiosity's client work includes Procter & Gamble, Dude Wipes, FreshDirect and Holland America Line.