Intimate health brand Vagisal has launched ‘What’s In My Vag?’, a cheeky new campaign that swaps the social media trend ‘What’s In My Bag?’ for something considerably more personal.
The well-known trend on social media sees creators dump out the contents of their purses, backpacks, or totes to show off their everyday carry items.
Created by Publicis España, the campaign, based off the trend, centres on wash bags designed to evoke the shape of a vagina, alongside a Vagisil product tackling a common source of summer discomfort.
And because apparently there’s no better time to discuss vaginal health than while everyone is packing their bags for a holiday, the campaign launches as travellers head off for summer.
Vagisil says intimate discomfort can increase by up to 50 per cent during the holiday season, giving the brand plenty of reason to get the conversation out of the bathroom and onto the streets.
The campaign runs across digital and social, as well as DOOH placements at Madrid’s Atocha Train Station, Moncloa Bus Station and shopping centres, catching travellers before they catch their flights, trains and buses.
“We used a code that everyone recognises on social media and turned it into a visual execution that allows us to talk about intimate health without taboos, but without being explicit,” said Miriam Gutiérrez, executive creative director at Publicis España.
In other words – take something everyone knows, make it slightly unexpected, and hope nobody walking past the billboard does a double take.
The work forms part of Vagisil’s broader push to make vaginal health more visible without treating it like a subject that needs to be whispered about.
It follows the brand’s ‘Flow as Life’ platform, launched in 2025, which aims to normalise conversations around women’s intimate health and break down the taboos surrounding it.
