MODESS Sanitary Napkin, 1927

Image courtesy: Johnson & Johnson Archives

MODESS was a revolutionary product designed by women for women. Based on door-to-door consumer research conducted by trained nurses, the pads offered improved protection and added comfort. However, because menstruation remained taboo, MODESS Sanitary Napkins were notoriously difficult to advertise. So, Johnson & Johnson devised creative advertising strategies, including silent purchase coupons. The coupons allowed women to simply hand the voucher to the sale associate and the buy the pads without uttering a single word.