• by Les Luchter , 4 hours ago

“Just add blood,” instructs an “actual Internet witch” in a :30 spot  supporting a limited-edition Blood Spell Collection from Thinx period underwear.

In the spot, from Gut Miami, the witch -- who goes by the handle @lizzieandthebats but is also known as Lizzie Arden -- explains that “blood is a powerful spell enhancer, especially on the spring equinox” and that she’s augmented Thinx’s already “magical…up to 12 hours of leak protection” with specific enchantments dubbed “Confidence,” “Money Moves” and “Love.”  All three are available for a week starting March 20, at Thinx.com or the TikTok Shop.

PR agency ABMC told Marketing Daily that it will be “dark-posting” (targeting to specific users without general publishing) the :30 spot, three separate spell videos. and a carousel of assets on TikTok and Meta platforms through March 25. In addition to Thinx-owned media, the witch’s Meta and TikTok channels are also involved in the campaign.

While the Confidence product is labelled Thinx Tweens, ABMC says the intended audience for Thinx’s Blood Spell Collection is women 18 and older.

Aside from the witch’s spell enhancements, Confidence, Money Moves and Love are respectively the same products as Thinx’s Teens Active Mesh Bikini, Everyday Comfort Lace Brief and Ultra Soft Hi-Waist. They are, however, priced 15% less than their counterparts.

There’s a key catch, though.

“We can’t guarantee the enchantments will come true,” Marketing Daily was told, but “Thinx can guarantee the magic of leakproof protection for up to 12 hours.”

Thinx, which launched in 2013 and was acquired by Kimberly-Clark in 2022, is playing in an increasingly lucrative market.

The size of the period panties market in North America last year was $61.76 million, reported Grand View Research, with the U.S. share expected to grow at 21.1% annually through 2033.

“Buyers are increasingly adopting period underwear as an everyday alternative to pads and tampons, particularly among younger women who prioritize sustainability, skin comfort, and long-wear confidence during work, travel, and active routines,” the researcher said in a report summary. “Demand is being reinforced by the strong presence of leading domestic brands such as Thinx, Knix, and Proof, which have expanded mainstream awareness through both retail partnerships and direct-to-consumer platforms.”