Bread Agency adds Modibodi

By AdNews | 31 January 2024

Absorbent apparel brand Modibodi has appointed Bread Agency to its global social media account.

Bread will help evolve Modibodi’s social presence across Australia, New Zealand, UK, France, and Germany.

“As category leaders and innovators, Modibodi has redefined period underwear and leakproof apparel, creating a business built on trust and authenticity," says Modibodi executive director, Kerry Cusack. 

"As a brand we are continually looking to innovate and always push the boundaries when it comes to our marketing and communications.

"Social media plays a key role in telling our story and bringing new audiences into the fold, which is why we are excited to work with Bread to build on what we’ve done and create bold new work with impact going forward. Bread Agency will play an important role in elevating our brand globally.”

Bread Agency’s remit will cover social strategy, content creation and influencer marketing through always-on and campaign work.

Bread co-founder Mary Proulx says Modibodi has been changing underwear and period conversations for more than 10 years.

"We’re excited to partner with them to craft social stories that extend the conversation globally," says Proulx.

"It’s a brand that’s bold at the core and we can’t wait to bring that to life across their social platforms.”

Modibodi last year appointed Zenith Australia to manage its performance media, strategy, planning and buying across global markets.

Howatson+Company last year created a Tik-Tok period drama, I’m Dying Inside, to launch the brand’s Gen-Z collection of period undies: ModiBasics.

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