Canesten
D&AD Awards
'No More Sugarcoating'
Canesten is a global women’s intimate health brand that provides treatments for common vaginal conditions like yeast infections.
We had Canesten leverage Valentine’s Day to confront the unrealistic expectation that vaginas should smell or taste sweet. Through provocative cultural messaging and retail activations, the campaign challenges harmful myths and encourages audiences to rethink what “normal” really means, positioning Canesten as a trusted authority on vaginal health.
THE ASK
Identify a taboo in female intimate health and create a bold solution that helps Canesten break the silence and empower women to seek care without shame.
OBJECTIVE
Reposition Canesten as the brand that undoes unrealistic expectations placed on women’s bodies. By confronting the myth that vaginas should be sweet and reframing what’s actually normal, the campaign empowers women to trust their bodies and seek care without shame.
PROBLEM
Cultural messaging has convinced women that their natural scent and vaginal balance aren’t enough.
Case Study Video
The Cultural Tension
There’s an unrealistic expectation set on the smell and taste of women’s vaginas.
Society, Men, and even the music industry refer to women’s vaginas as sweet tasting or sweet smelling.
57–74% of mainstream pop and rap songs contain sexual references, reinforcing cultural expectations around sex and desirability.
(ERIC)
Women are going to the extremes of meeting these standards.
They’re using flavored wipes, douching, scented intimate washes, and eating fruits to make themselves taste better.
They want to be delectable.
Women who used feminine washes or gels were about 3.5× more likely to experience bacterial infections.
(Science Daily)
So we chose Valentine’s Day to educate women about their V’s!
43% of people , especially singles , describe Valentine’s Day as the most pressure-filled holiday due to romantic and social expectations.
One survey of sexually active adults aged 18–34 in the United States found that 73% had sex on Valentine's Day
(Standard Examiner, 2026)
Additional Research
Women's Insecurity Around Vaginal Scent
57–74% of mainstream pop and rap songs contain sexual references, reinforcing cultural expectations around sex and desirability. 94% of people say body scent is important to romantic and sexual attraction. Source: ERIC; BYU Scholars Archive
Cultural Pressure Around Sexual Attractiveness
65% of women report feeling insecure about their vaginal scent. 58% have avoided intimacy because they lacked confidence in how they smelled. 50% of women have avoided receiving oral sex due to concerns about vaginal odor. Source: PR Newswire
Social Listening (Reddit)
“Does pineapple and cranberry juice actually help??” r/TheGirlSurvivalGuide “Hi ladies, does anyone have any personal experience with pineapple juice and/or cranberry juice enhancing their taste/smell downstairs?” “I want to know how to taste better!” r/askwomenadvice “Serious question ladies, how can I get my vagina to “smell good/taste good”? r/WomensHealth
Creative
01. Trolli Partnership
02. OOH Campaign
03. The Truth Unwrapped Website
Team
Cai Strachan (ST)
Moss Davis (CW)
Kristina Murray (AD)