Harmony encourages women to take a positive step in its latest campaign via The Reactor
Martin & Pleasance is encouraging women to “take a positive step” in its latest campaign via The Reactor.
When menopause and PMS are discussed, euphemisms are often used to disguise the hugely unpleasant and exhausting symptoms women can experience. So, rather than show flowers, fields, ponies or clouds we evoked the inner voice of PMS, exhaustion and Menopause to confront the issues head on to show how the Harmony range of natural products can help break up with these symptoms.
Magazine and online ads combined with radio spots in Australia and New Zealand is helping Harmony become the natural choice for women who want to take control of PMS, exhaustion and menopause.
Says Chloe Holyman, brand manager – Harmony, Martin & Pleasance: “The Reactor has challenged 
the norm by using language that women use when they are having a hard time with PMS and menopause, but without trivializing the issues or talking down to them. They confronted the often really nasty symptoms and showed how women of all ages can take control with Harmony.
“The creative approach 
is unlike anything we have seen in this category and the feedback has been overwhelmingly positive.”
Agency: The Reactor
Client: Martin & Pleasance
Product: Harmony
Agency: The Reactor
Creative Director: Nick Brown
Art Director: Nicole Soccio
Copywriter: Phil Childs
Copywriter: Chris Taylor
5 Comments
Finally a campaign for menopause and period pain that doesn’t involve happy women riding bikes in a field of flowers. Nice work – and clearly done on a tight budget??
If this product actually works I’m in! Insert red face emoji.
The radio is the highlight. So FM.
What? No women wearing white linen on horseback? Whats the advertising world come too?
It’s a bit dry…