Morning-After Pill Gets Cheeky Rebrand From Women-Founded Firm
Julie co-founder Amanda Morrison talks about getting into Walmart, funny marketing and donating pills to non-profits.
An ad for the Julie morning-after pill on a subway entrance in New York.
Photographer: Ella Ceron/BloombergJulie doesn't want you to feel ashamed of taking the morning-after pill.
However, Julie isn’t a person, it’s a brand disrupting a typically bland and reserved industry. Just seven months after launch, its emergency contraception is being sold in thousands of US stores, including retail giants Walmart, Target and CVS. The New York-based firm, which expects to control 10% of the market this year, uses a cheeky slogan — “a fun night deserves a better morning after” — and advertises in very public places, such as on billboards and in New York’s subway system. Its packaging is bright shades of blue and pink.