The DIVA Disc represented a major product innovation: a reusable menstrual disc with a first-of-its-kind pull-tab design. The challenge was twofold: introducing an unfamiliar product category to the Canadian market, and translating its innovative features into content that felt both educational and empowering. Because menstrual discs were still relatively new to most consumers, we needed to not only launch a product, but also build a foundation of knowledge and trust.

Our strategy was to position DIVA’s channels as an extension of the product experience with educational resources that helped consumers get to know the disc, and in turn, their own bodies. This meant producing a content suite that balanced clarity with aspiration: how-to demonstrations, diagrams, and FAQs that simplified the learning curve, alongside lifestyle storytelling that framed the disc as modern, safe, and liberating.

We approached the launch as a “multi-platform product journey,” where users could move fluidly from seeing an ad, to engaging with bite-sized educational content on social, to deep-diving on our website, all the way through to checkout. Each asset was designed to be modular and adaptable, ensuring consistency and accessibility across the funnel while meeting consumers where they were in their journey.