Hiccup is a menstrual cup company launched by Oddity to create meaningful impact at the intersection of health and environment. Our goal was to create an environmentally and economically viable product that worked towards accomplishing the Sustainable Development Goals established by the United Nations.
Identity & Branding, Packaging, Website, Marketing Strategy, Influencer Activation, Social Media
CD + Strategy - Meenal Velani
Design - Sakshi Jalan
Since a menstrual cup lasts for 10 years, we aim to have no repeat customers (in the short run).
This meant that our goal became to ensure that all our customers became passionate advocates for the brand and product.
With Hiccup, our journey started with identifying a need gap in the market. We conceptualised, sourced, researched and developed the product along with creating its brand identity and communication roadmap. We developed key sales and marketing channels along with the website, social media and other properties. Lastly, we set up a robust customer support system that ensured speedy redressal and customer delight to encourage loyalty.