Twisty

Background

Sanitary pads are essential consumables for women, contributing to over 4 billion pieces of waste per year in Thailand. This figure does not include waste from sanitary pad packaging and additional disposal materials, such as tissue paper, wrapping paper, and newspaper, which account for over 20% more waste. This type of waste could be recycled and reused, but when discarded with sanitary pads, it becomes non-biodegradable waste that cannot be reused. Additionally, many women face challenges when disposing of sanitary pads because current packaging does not facilitate easy and tidy disposal. Often, users have to put in considerable effort to find materials to wrap the used pads neatly, leading to reluctance and resulting in improperly discarded pads that can negatively affect the feelings of others who come across them.

Concept

Twisty is a consumable product designed for women during their menstrual periods, developed under the concept of “adding to reduce.” It reimagines sanitary pad packaging to serve as a disposal device for used pads, incorporating a slight increase in the packaging size by just 1% to reduce the waste created from additional disposal materials by 20%.

Design

Twisty modifies the adhesive strip backing of conventional sanitary pad packaging, allowing it to be used for disposing of the packaging itself after use. In most existing products, the adhesive strip backing is unnecessary waste. Twisty addresses this issue by redesigning and slightly increasing the size of the packaging by 1%, enabling users to use the packaging to dispose of sanitary pads effectively. Users can simply place the packaging over the used pad, roll it up, and twist the end of the adhesive strip to seal away the unwanted contents that are typically visible when using traditional disposal methods. This innovative approach helps consumers dispose of sanitary pads conveniently and without creating undesirable visual impressions for others.

Marketing Plan

Business Environment Analysis : Sanitary pads are essential consumer products that every woman needs, contributing to over 4 billion pieces of waste each year in Thailand. This figure does not include waste generated from the packaging of sanitary pads and additional disposal items, such as tissues, wrapping paper, and newspaper, which account for another 20%. This type of waste can be recycled for reuse, but when disposed of alongside sanitary pads, it becomes infectious waste that must be carefully landfilled.

Target customer /Customer’s detail /Customer’s insight : Women of menstruating age (10-55 years) in Thailand number approximately 26.9 million, representing 41.3% of the population, according to the Department of Registration Administration. Each woman uses an average of 300 sanitary pads per year, resulting in a demand for over 4 billion pads annually in Thailand. From interviews and data collection, we discovered significant challenges women face during the disposal of sanitary pads. The current packaging is not conducive to easy and tidy disposal. Often, users struggle to find materials to wrap the pads properly, leading to instances where pads are found disposed of carelessly. This situation poses health and hygiene risks to those who encounter them.

Goals for brand development : Expand the packaging design to accommodate a wider variety of sanitary pad formats, such as tampons, and develop a similar folding method that can be used with related products like diapers and pet supplies. Develop the "Twist to Change" campaign to penetrate the market, enabling everyone to contribute to maintaining public cleanliness easily and consistently every day.

Marketing campaign : The campaign "Twist to Change" raises awareness about the benefits of switching to better products. It highlights how these products help the environment and provide convenience to users through content creation on social media and activities in various spaces that the target audience encounters in their daily lives.

Designing packaging for society and the environment : The use of sanitary pads is an unavoidable necessity. However, disposing of them has environmental impacts and contributes to unnecessary waste. Therefore, our team has developed a product under the concept of "Add to Reduce." By adding just 1% more material, we aim to reduce unnecessary waste by 20% generated from the disposal of sanitary pads.

Marketing and brand performance measurement : Consumers are more aware of, recognize, and acknowledge the presence of the brand, often discussing it on social media. The number of customers generated from the campaign, along with revenue calculations, helps us understand the proportions and the positive impact on society.