Moist panties are two of the most hated words in the English language. Literally, ranked.
Luckily, Thinx's mission is to rid the world of moist panties forever with its moisture-wicking period underwear.
We hijacked the URL and created a 404 page with the message: "Moist panties not found. Thanks to Thinx, moist panties no longer exist." A redirect sent people to Thinx's website where they could grab a pair of underwear.
We drew people to the website with seemingly random and out-of-context wildpostings and social posts.