Rise and shine, ladies. Time to kick another day’s ass. Deodorant: check. Teeth: check. Legs: check. Makeup: check. Hair: check. Liner: nah, I’m good.

Wait. You’re good? You just went through a meticulously choreographed ritual of movements that would wow a ninja, but no liner is like no deodorant. Why skip that step and leave things to chance? It's time to dress your undies.

In order to get women to move their Carefree Liners out from under the bathroom sinks and alongside their beauty products, we had to change the way they think about wearing a liner. A liner isn't just for that time of the month, it's for that time of day everyday — the morning.

Every woman has a different morning ritual, but no matter what their beauty routine, they should always dress their undies.

The first place we wanted to change women's minds was during purchase. In drugstores and big box retail chains, we will have a series of communications that ties Carefree Liners with prepping for your everyday.

An end-of-aisle display will feature messaging alongside morning beauty products, with Carefree as the hero. In the intimates department, undies will be adorned with hang-tag samples of a Carefree liner, and Carefree liners will now be featured on display in the beauty aisle.

From branded coffee sleeves at their morning cart, to the hangers on their fresh dry cleaning, we'll remind women to dress their undies at at every stop of their morning routine.

SUPER: The morning ritual
The video opens on animated illustrations of clothing being selected by a woman.
SUPER: Zipping, buttoning, fastening
The animation continues as the woman gets ready in the morning.
SUPER: Hopping, squeezing, strapping
We see our woman finish up her routine.
Final cut to the back of a liner peeling off.

DEMO: Hand enters frame holding liner, quickly peeling the back off.
SUPER: Dress your undies
SUPER: Carefree® Free to be you

Illustrations: Malika Favre