Dorival used modern fairytale princesses to challenge taboos and unlock category growth.
Dorival, Central America's first period pain brand, had 80% market share and near-universal awareness. With the brand’s penetration at an apparent ceiling, Dorival identified an under-served audience of young girls experiencing period pains who did not use pain relief.
Analysing that young girls can be too ashamed about menstruation to seek relief, Dorival launched a social-first campaign re-imagining fairytale princesses as modern teenagers who provided information and guidance on menstruation.
Evidence presented that the campaign was effective includes growth in levels of brand searches, sales, and penetration that all exceeded targets in 2024 and the continuation of the strategy in 2025.