Redefining Period Care Through Strategic Marketing
In a bold move to revolutionise period care and amplify its brand message, Ruby Cup has launched a high-impact marketing campaign across the London Underground. This initiative, which will run from February 24 to May 18, is a core element of Ruby Cup’s 360° rebrand, showcasing its commitment to sustainability, inclusivity, and consumer-first storytelling.
(Ruby Cup’s Meta ads linked to the TFL Campaign)
With striking billboards at 15 key Underground stations—including Liverpool Street, Old Street, King’s Cross, and Waterloo—Ruby Cup used large-scale Crossrail-format ads to spotlight its period underwear as a sustainable, long-term alternative to disposable products. By aligning with high-footfall locations and peak commuting hours, the campaign successfully maximised exposure among an urban, eco-conscious audience.
(Elena Picchi in front of Ruby Cup’s billboard in London Bridge)
A Sustainability-Driven Product at the Forefront
At the heart of this campaign is Ruby Cup’s period underwear, designed to last over five years and significantly reduce plastic waste. Each pair helps prevent approximately 2.2 kg of plastic from entering landfills—a compelling value proposition for today’s environmentally aware consumers.
(Ruby Cup’s original TFL ad featuring Flow Freedom period underwear)
Beyond offering a sustainable solution, Ruby Cup continues to lead in corporate social responsibility (CSR). The brand, which pioneered the Buy One, Give One model in 2011, has expanded its impact through a new initiative: for every pair of period underwear sold, 2% of the revenue is donated to a nursery in Kenya, a project developed in partnership with the Golden Girls Foundation. By integrating social impact into its business model, Ruby Cup strengthens consumer loyalty while addressing period poverty at a global scale.
(The Golden Girls Foundation and the ‘Learning Center’ nursery in kenya)
Empowering Women in Marketing and Beyond
The campaign was conceptualized, designed, and executed entirely by an all-female team, reinforcing Ruby Cup’s mission to empower women at every level. Led by Artistic Director Elena Picchi, CEO Amaia Arranz, and photographer Valeria Panarina, the campaign exemplifies how female-led marketing initiatives can challenge industry norms and drive brand affinity.
(Ruby Cup’s new Fearless line)
The visuals featured a diverse cast of models, ensuring representation across body types, ethnicities, and gender identities. With sizes ranging from XS to 4XL, Ruby Cup’s product line and its advertising reflect an inclusive approach that resonates with a broad consumer base.
(Ruby Cup’s billboard featuring Flow Freedom period underwear)
Beyond Billboards: A Multi-Channel Approach
This London Underground campaign was just one facet of Ruby Cup’s broader rebranding strategy. A complementary social media push on Meta and TikTok extended the campaign’s reach digitally, while a targeted B2B strategy introduced a CSR initiative for businesses to provide sustainable period care for employees.
Despite women comprising 49% of the UK workforce, only 12% of companies provide period care at work. Alarmingly, 31% of women have had to rely on makeshift materials in professional settings. Ruby Cup’s CSR program allows companies to support their employees while reinforcing corporate sustainability commitments—a crucial consideration in today’s ESG-conscious market.
Fearless: The Next Phase of the Strategy
Building on the momentum of this campaign, Ruby Cup is preparing for the next chapter. On April 7, the brand will launch Fearless, a new line of period underwear designed for lighter days. This collection features a lower-waist cut and bold patterns, including pink and blue cheetah prints and a striking lilac option.
(Ruby Cup’s new line of period underwear: Fearless)
The Fearless campaign debuted at the Women’s Run Through Series in Stratford on International Women’s Day, generating enthusiastic consumer engagement. As part of a continued brand visibility effort, the Fearless collection will be promoted via another wave of London Underground ads, reinforcing Ruby Cup’s position as the leader in movement-friendly, sustainable period care.
(Ruby Cup’s TFL billboard featuring Fearless period underwear)
Lessons for Marketers: Disrupting the Period Care Space
Ruby Cup’s success offers valuable insights for marketers looking to create impactful campaigns in traditionally overlooked categories. By combining sustainability, inclusivity, and a strong social mission, the brand has transformed period care from a private necessity into a public movement.
(Ruby Cup’s TFL billboard featuring Fearless period underwear)
Key takeaways from this campaign include:
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Strategic Placement: Leveraging high-traffic, high-visibility locations ensures maximum exposure and brand recall.
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Multi-Touchpoint Engagement: Combining physical ads, social media, PR activations, and influencer collaborations enhances reach and impact.
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Authentic Brand Purpose: Consumers increasingly prioritize brands with genuine social responsibility efforts. Ruby Cup’s Buy One, Give One and CSR initiatives strengthen brand trust and long-term loyalty.
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Representation Matters: Inclusive visuals and sizing reinforce the brand’s commitment to diversity, making consumers feel seen and valued.
(Ruby Cup’s merchandising to promote the new line Fearless at the Women’s Running Series)
Join the Conversation
Ruby Cup’s campaign is more than just advertising—it’s a movement. If you spot the billboards on the Tube, share your experience! Tag Ruby Cup on social media to be part of the conversation.
With this campaign, Ruby Cup continues to break barriers, challenge taboos, and make sustainable period care mainstream. By prioritising comfort, sustainability, and inclusivity, the brand is redefining what it means to menstruate with confidence.
(Ruby Cup’s TFL billboard featuring Fearless period underwear)
