Canesten X Sloggi

date. 2026

city. Madrid

D&AD NEW BLOOD Competition

Before we can start talking about vaginal discharge, here's the brief:

Canesten is the leading brand in female intimate health — thrush treatments, BV, UTIs, daily vaginal care, probiotics, menopause. The science is there. The problem is the conversation. Women across the world still whisper in pharmacies, avoid the topic entirely, and let shame drive health decisions that affect their daily lives.

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The challenge:

Identify one specific taboo within female intimate health and build something that breaks it. That something can be a campaign, a product, a service, or a packaging experience. It needs to work in at least two culturally opposite markets — one liberal like Brazil or the USA, one conservative like the UAE — proving the idea is strong enough to travel without losing its nerve.

The brand wants to shift from infection treatment to holistic intimate health expert. Scientifically credible. Honest. A touch of wit. Never cold, never brash.

Canesten doesn't want to whisper anymore. Neither should anyone who uses it.