Being a challenger brand is never easy, but Confitex have 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 life 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 that looks and feels like underwear.