Being a challenger brand is never easy, but Confitex has managed to break into a new category with a bold strategy and unexpected creative.

Confitex is absorbent underwear designed for people who suffer light to heavy bladder leakage. Affecting 1 in 4 women, this often embarrassing condition needs to be discussed openly. The brand’s mantra is don’t hold back, essentially encouraging consumers to live their lives to the full, starting today.

The brand imagery pictures the consumer as an Adventurer - high-fashion imagery matches the designed bamboo and lace product. Finally, incontinence underwear looks and feels like underwear.