BAUMA is a Swedish intimate care brand built around the idea of Intimate Longevity. The challenge was to help the brand stand out in a category still shaped by outdated assumptions about gender.

Based on the insight that intimate skin works the same way regardless of who you are, we developed FOR ALL, a strategic platform built around shared biology rather than traditional category conventions.

As part of the launch, we created FOR ALL DICKHEADS, a campaign that introduced the brand through men to prove that FOR ALL actually means all.

The goal was to create a concept that felt distinctive and culturally relevant while maintaining the credibility and premium feel of the brand.

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