B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Pinterest
  • WPP
  • AFL
  • Cannes Lions
  • Anthony Albanese
  • Federal Election
  • Thinkerbell
  • NRL
  • State of Origin
  • B&T Women in Media
  • AI
  • Spotlight on Sponsors
  • ARN
  • Channel 10
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Modibodi’s Marketing Starts A Larger Conversation
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Modibodi’s Marketing Starts A Larger Conversation
Marketing

Modibodi’s Marketing Starts A Larger Conversation

Mary Madigan
Published on: 18th November 2021 at 10:08 AM
Mary Madigan
Share
5 Min Read
SHARE

Modibodi is a brand that gears its marketing around representing and connecting with women. In its latest campaign, ”Embodied.” the brand beautifully and unflinchingly showcases women’s bodies postpartum.

Modibodi creates underwear for people that are bleeding or leaking, offering a solution. While such a practical product might seem like it would lead to bland or practical marketing, Modibodi has taken a different approach.

The brand rallies against social norms, looks to break down stigmas and as a result – its marketing constantly ignites conversations.

The campaign “Embodied” is simple enough. It features beautiful images of women postpartum, except it doesn’t gloss over the realities of a women’s body after giving birth – the photos include stretch marks, scars and non-flat stomachs – you know – a women’s body.

It shouldn’t be abnormal but it is in our airbrushed society. After all, we are in a world where unrealistic post-baby bodies are treated as social media currency.

Liana Lorenzato, CMO of Modibodi, said: “Embodied is also a campaign we are very proud of. As a mother, to see all facets of postpartum in a complete library is amazing and shows women across the world that each person’s postpartum journey is different.

“We want women to feel prepared, seen, understood and proud of their postpartum journey – whatever it looks like.

“By showing unfiltered images which acknowledge the tough times and the triumphs of this significant stage of motherhood we hope people who now search post-partum via the Getty Images library can feel represented.”

This is why the “Embodied” campaign cuts through and has generated buzz online. It’s showcasing a reality and not trying to sell consumers a fantasy. Modibodi isn’t going to ‘fix’ your body postpartum body, instead, it’ll offer practical relief and support.

https://www.instagram.com/p/CTYdZfpLMcX/

 

Of course, this accurate depiction of women isn’t new for the brand. Modibodi always gears its marketing around representing all types of bodies, rather than just focusing and fetishising one particular type. It’s an unflinching approach and originally the brand was told, in the early days, that it wouldn’t work.

They were told to go for glamour and aspirational over real and authentic.

Lorenzato said: “When we first began marketing Modibodi, we were repeatedly told we’d need super glamorous ‘perfect’ models to make supposed unmentionable topics like menstruation and incontinence tolerable to women and the media.

“Our founder and CEO, Kristy Chong would ensure we did not conform to this. We refused to believe this was the only way we could have a presence in the market and from day one we’ve sourced customers and everyday women from diverse backgrounds to help showcase our products.”

It’s the refusal that has paid off.

@modibodi

♬ original sound – Modibodi

The brand has tapped into a key market, everyday people that need a practical solution to very human issues.

This has allowed Modibodi to create a community around leakproof underwear. Currently, Modibodi has over 180,000 thousand followers on Instagram and it uses a slew of influencers that all depict Modibodi in their own unique way.

By staying away from the airbrushed and focusing on the real the brand has built a loyal following. While this may seem normal now, it wasn’t when Modibodi began its marketing journey.

Lorenzato explained: “Engagement is key. We connect with our customers through multiple platforms daily to converse, listen, inspire, inform and educate.

“Our customer feedback is vital to the development of our products and the fundamentals of our business. Our closed group is a truly rich experience, we love that we can have a two-way conversation with our customers and fans of Modibodi across all of our categories.”

https://www.instagram.com/p/CUKLX5lMLVr/

The two-way conversation has seen the brand morph into a community and has changed the way women talk about their bodily functions and periods.

The fact that influencers are now candidly discussing leaking says a lot about the power of Modibodi. They’ve bought their brand into the conversation and made women feel seen and represented!

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Modibodi
Share
By Mary Madigan
Follow:
Mary Madigan began her career working for ex-Vogue editor and chief Kirstie Clements and has since done everything from PR to tutoring at The University Of Notre Dame. Mary Madigan was a journalist at B&T until 2022.

Latest News

ActewAGL Appoints AFFINITY As Its Full-Service Agency
24/06/2025
David Hovenden On B&T’s Women In Media In The Australian
24/06/2025
“That Night Nearly Destroyed Me, But It Also Lit A Fire Inside”: What UnLTD’s Adland Bail Out Taught Me About Justice, Hope & Shame
24/06/2025
Vale Dominic Proctor, A Giant Of Adland Who Set Up Mindshare & Transformed The Industry 
24/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?