Vagisil · Publicis Spain · May 2026
Beauty creators will happily empty almost everything from their bags for an audience. Lipstick. Skincare. Snacks. Chargers. Even an avocado. Vagisil noticed one category that rarely makes the reveal: intimate care.
Publicis Spain took the familiar “What’s in my bag?” social trend and changed it into a deliberately provocative invitation to talk about intimate health while women pack for the summer holidays.
The challenge
Intimate-care products may solve ordinary problems, but the category is still treated differently from skincare, body care and other everyday personal-care routines. That becomes particularly relevant in summer, when Vagisil says intimate discomfort can increase by up to 50%, yet these products remain conspicuously absent from the packing rituals people happily share online.
The challenge wasn't simply to sell another summer essential. It was to make intimate care feel like one.
The strategy
Publicis Spain started with a cultural behaviour already built around revealing personal essentials: “What’s in my bag?”
The tension was hiding in the format itself. People proudly show everything they consider necessary for their day or holiday, yet intimate-care products rarely appear. Vagisil didn't invent a new conversation about women's health. It entered an existing conversation and exposed what was missing from it.
Changing bag to vag did the rest.
The joke creates attention, but it also changes the category frame. Vagisil stops looking like something brought out when there is a problem and starts behaving like sunscreen or any other product worth packing before you leave home.
The execution
The campaign uses carefully art-directed beauty bags whose shapes subtly evoke female anatomy. Different executions address common summer intimate-care concerns and position individual Vagisil products among the things women might routinely pack for a trip.
Rather than becoming visually explicit, the work lets the combination of headline, familiar beauty imagery and suggestive bag shapes do the work.
The campaign ran across digital and social, as well as DOOH in Madrid shopping centres and, more strategically, Atocha train station and Moncloa bus station, reaching travellers immediately before summer holidays.
Campaigns That Used Similar Tactics
Reframe Shame into Pride - Take something people hide, apologise for or avoid discussing and give it a more normal or positive meaning.
Drugstore Aisle / Your Friends with Benefits — Julie treated emergency contraception as an ordinary practical decision between friends, using candid humour to move the purchase away from secrecy and crisis.
Mermaid — Gyno-Canesbalance used a confidently comic mermaid to make bacterial vaginosis speakable, dissolving embarrassment before delivering the clinical message.
Hijack a Familiar Format - Start with a format people already understand, then change what normally belongs inside it.
Nature RX — Nature RX recreated pharmaceutical advertising almost perfectly, then replaced the drug with spending time outdoors, allowing the borrowed format to make the argument.
The Question That Could Get You There
What familiar social format could we borrow to make something people hide feel completely normal?
