Everyone has a bag packed for summer. Sunscreen, sunglasses, lip balm, a charger, snacks, skincare. Entire TikTok genres are built around the ritual of revealing those contents. What is almost never in the bag, regardless of how many other personal care products surround it, is an intimate care product. Vagisil and Publicis Spain used that specific absence to build a campaign that launched in Madrid in May 2026 and puts the question directly: why is the category still invisible when the discomfort is this common?
The Brief
The starting statistic is precise. During summer months, vaginal discomfort can increase by up to 50% as a direct result of heat, sweat, humidity, swimming pool chlorine, sand, and other seasonal factors. The experience is widespread. The category addressing it is not. Despite skincare becoming a daily multi-step ritual and body care evolving into its own shelf category in pharmacies and beauty retailers, intimate care remains the product most likely to be purchased with embarrassment, used privately, and never mentioned publicly.
Publicis Spain identified the gap between how common the experience is and how invisible the product addressing it remains. The campaign brief followed: position Vagisil as an everyday summer essential by confronting the social discomfort that keeps it out of the conversation rather than pretending the discomfort does not exist.
The Execution
The campaign is built on the back of one of social media’s most persistent viral formats. “What’s in my bag?” is a content category where individuals, from everyday users to celebrities, open their bags on camera and reveal the essentials they carry. Lipsticks feature. Skincare products feature. Phone cases, snacks, medication, even a whole avocado has famously made an appearance. Intimate care products almost never do.
Vagisil’s campaign directly names that gap. The title “What’s in my vag?” is the “What’s in my bag?” format with the relevant word swapped, and the visual executions follow the same logic: everyday summer imagery, a bag packed for the beach or the airport, and the conspicuous absence of the product that the summer months most justify carrying.
The OOH placements were chosen with the same precision as the creative concept. The campaign ran at Atocha Train Station and Moncloa Bus Station in Madrid, two of the city’s highest-footfall departure points, placed specifically in the moments before people leave for summer holidays. The timing puts the message at exactly the moment of maximum summer preparation relevance. Shopping centres in Madrid completed the OOH deployment alongside the digital and social media rollout.
The Term the Campaign Is Positioning
The campaign carries a second, longer-term strategic ambition beyond the immediate product placement. The description on the Ads of the World submission opens with a question: “Could Vagcare become the next big thing?” The campaign is not simply trying to sell intimate care products. It is trying to name a category the way “skincare” and “self-care” were named before those categories became mainstream, by giving the behaviour a word that makes it discussable.
The word “Vagcare” does not yet carry the cultural weight of “skincare.” The campaign is making the first move toward giving it one.
The Creative Team
The campaign was developed under Publicis Spain’s Chief Creative Officer Óscar Martínez, with Executive Creative Director Miriam Gutiérrez, Creative Director Catalina Hibbert, Associate Creative Director Pepa García, Art Director Carmen Bringas, and Copywriter Laura Gandarillas. The Vagisil client team was led by Pierre Champelovier, Paola Santano, Tania Utiel, and Inés Soler.
Campaign Name: What’s in My Vag
Agency Name: Publicis Spain
Brand Name: Vagisil
Location: Spain (Madrid; Atocha Train Station, Moncloa Bus Station, shopping centres; social media and digital; launched May 2026)
