Oi Organic Initiative Feminine Hygiene

Fine-tuning the Message

Helping a Kiwi-import connect with US consumers

Oi started its “revolution in a box” to inspire change for our world, one tampon or pad at a time in New Zealand in 2015.  Since then, the brand has won awards in sustainability, social responsibility and innovation at the New Zealand Innovation Awards, and has been named “one to watch” in the Deloitte Fast 50 for the last two years.  That measure of success helped Oi crack the US market in 2018, gaining distribution in retailers like Walmart, CVS, Amazon, and H.E.B.


But gaining traction with US consumers posed new challenges.  The feminine hygiene section is dominated by large players like Tampax, Always, and U by Kotex, not to mention more than a dozen smaller organic competitors.  With just a few facings on a crowded shelf, Oi struggled to stand out.


Combining in-person qualitative sessions with online quantitative surveys, we helped the team:


  1. Understand the functional and emotional protection women wanted from feminine hygiene brands
  2. Refine on-shelf messaging and display materials
  3. Optimize package architecture to strike the right balance between functional attributes and emotional benefits


The Oi team was so inspired by the learning, they repurposed the data to share with the US Press.  Read the story here.