About the project
Under the motto "do what you want," the startup Nevernot set out on a mission: not merely to de-taboo hygiene and intimate care products, but to establish them as a lifestyle under the banner of intimate wellness. The ambition — market products like soft tampons in a way that's aesthetic, modern, and sex-positive, all united under one strong brand. The right partner for the job: ADBAKER.
The Challenge
- PRODUCTS The products need a professional connection to the lifestyle the brand wants to project.
- ATTENTION We need to grab attention — but above all, land the right message. Placing an effective ad message on the socials means drawing on different approaches from advertising psychology and design.
- WORDING The topic of sex could no longer be communicated in ads that way — even though it was the best performer. So we had to find different wording.
The Ads That Sold It
Brandformance — brand building as a sales lever for hygiene products. Creatives that combine a distinctive CI with provocative hooks and authentic UGC ads fuse the performance mindset with building brand identity. That symbiosis helps establish Nevernot, sets the company and its products apart, and drives more sales at the same time. Do what you want — that's the lifestyle. Nevernot is the brand that stands for it.
Goals Achieved & Learnings
- PROVOCATION Hooks built on lifestyle themes perform strongest (sex, horny, in the mood)
- AUTHENTICITY People talk about periods and sex. Supposed taboo topics communicated head-on through provocative questions and UGC.
- IMAGE Creatives with product focus, clean backgrounds, and neutral themes like health and sports perform worse
- FORMAT Carousel ads with a strong hook plus product explanation perform best
- INTEREST High CTR shows users' interest in the brand. High ROAS shows their interest in the products.
- BRANDING The product stands out from the competition through its communication and polarizing positioning.
