Modess All-Night was the longer, wider sanitary pad variant, mostly marketed for use during sleep. This year, the challenge was to grow the market, so instead of just focusing on nighttime use, we identified a consumer need for a wider pad. When a woman enters her 20s, she’ll be engaging in new activities, she’ll have more independence. She’ll be making “new moves”. If period stops her, she can’t enjoy this newer, wider world. Enter Modess, wider pad to keep her covered in her wider world to keep her protected from leaks and ensure her period never stops her.