As part of a university project my team was tasked with developing and preparing the launch of a new product or service to help Natural Cycles regain trust from the public. Natural Cycles, a digital contraceptive, had been on the receiving end of critical publicity after several cases of unwanted pregnancies.
Our team identified that it would be beneficial for Natural Cycles to return to marketing the product as a way of getting to know your body and planning for a pregnancy as a oppose to preventing one. Our strategy of choice was the launch of a new collection of wearables, a collaboration with already partnered tech-company; Oura.
The wearables and respective campaign materials were developed for three types of customers; "edgy", "minimalistic", and "committed". The campaign lets women know that Natural Cycles is an alternative to hormones that also gives you new insights into your body.
