Madrid, July 2026.- Publicis Spain, part of the Leo Constellation network, has developed Vagisil\u2019s new campaign, \u201cWhat\u2019s in my vag\u201d, to continue normalising conversations around women\u2019s intimate health, especially during summer.<\/p>\n
As people start packing their suitcases, the campaign highlights an often-overlooked fact: during the summer months, intimate discomfort increases by up to 50%, making it more common than is usually acknowledged.<\/p>\n
Inspired by the viral trend \u201cWhat\u2019s in my bag?\u201d, the campaign twists the concept into \u201cWhat\u2019s in my vag\u201d. While social media feeds are filled with beauty and fashion essentials, Vagisil challenges people to include something even more important: intimate care products.<\/p>\n
\u201cWe used a code that everyone recognises on social media and turned it into a visual execution that allows us to talk about intimate health without taboos, but without being explicit,\u201d explained Miriam Guti\u00e9rrez, Executive Creative Director at Publicis Espa\u00f1a.<\/p>\n
The campaign features carefully art-directed beauty bags that subtly evoke the shape of a vagina. Each execution addresses a common summer concern and presents one of Vagisil\u2019s products as an everyday essential.<\/p>\n
\u201cThis campaign aims to normalise the conversation around intimate care, in the same way we already do with skincare or body care. It is built on both a visual and conceptual insight, resulting in a carefully crafted, elegant and very summery campaign,\u201d commented Catalina Hibbert, Creative Director at Publicis Espa\u00f1a.<\/p>\n
This initiative continues the work started last year with the \u201cFlow as Life\u201d campaign, which championed intimate wellbeing as a fundamental part of everyday life. This summer, Vagisil once again commits to normalising self-care, reinforcing the idea that when you feel good on the inside, everything flows better on the outside.<\/p>\n
Launched in late May 2026, the campaign runs across digital media and social platforms, with pieces adapted to the language and formats of each channel. It also has a DOOH presence at Atocha Train Station and Moncloa Bus Station, targeting people before they leave for their summer holidays, as well as in shopping centres in Madrid.<\/p>\n
With this new proposal, Vagisil reaffirms its commitment to women\u2019s intimate health and promotes an open, honest, prejudice-free conversation.<\/p>\n
CREDITS:\u00a0<\/p>\n
Agency: Publicis Espa\u00f1a\u00a0
Advertiser: Vagisil
Client Contact: Pierre Champelovier, Paola Santano, Tania Utiel, In\u00e9s Soler
Account Director: Paloma D\u00edaz
Chief Creative Officer: \u00d3scar Mart\u00ednez\u00a0
Executive Creative Director: Miriam Guti\u00e9rrez\u00a0
Creative Director: Catalina Hibbert
Creative Supervisor: Pepa Garc\u00eda
Art Director: Carmen Bringas
Copy: Laura Gandarillas<\/p>\n","protected":false},"excerpt":{"rendered":"Madrid, July 2026.- Publicis Spain, part of the Leo Constellation network, has developed Vagisil\u2019s new campaign, \u201cWhat\u2019s in…\n","protected":false},"author":2,"featured_media":70248,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[27542,10294,10295,10296,27543,17,27544],"class_list":["post-70247","post","type-post","status-publish","format-standard","has-post-thumbnail","category-spain","tag-whats-in-my-vag","tag-agency","tag-brands","tag-campaign","tag-publicis-spain-and-vagisil","tag-spain","tag-summer-essentials"],"_links":{"self":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/posts\/70247","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/comments?post=70247"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/posts\/70247\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/media\/70248"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/media?parent=70247"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/categories?post=70247"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/spain\/wp-json\/wp\/v2\/tags?post=70247"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}