What’s in My Vag: Vagisil put intimate care inside the summer bag

In May 2026, Vagisil borrowed the familiar “What’s in my bag?” format and changed one word. Colourful toiletry bags were arranged to suggest intimate anatomy, while Vagisil products appeared among ordinary summer essentials. Publicis Spain created What’s in My Vag to make intimate care feel like a normal part of packing for a holiday.

The bags carried the visual joke.

The products carried the practical message.

The packing trend left something out

“What’s in my bag?” videos have become a familiar part of social media.

People empty their handbags, gym bags and travel cases in front of the camera. They show lip balm, sunscreen, chargers, snacks, skincare and other objects they consider essential.

However, intimate-care products rarely appear in those public displays.

Vagisil used that absence as the starting point for the campaign. The work asked why people were comfortable showing almost every part of their self-care routine while keeping intimate care outside the conversation.

The campaign arrived before the summer holiday period in Spain. That timing gave the idea a natural setting.

People were already thinking about what to pack. Sunscreen, swimwear and toiletries were moving into travel bags. Vagisil positioned its products as another category that could belong inside them.

The campaign was not asking people to reveal private medical information. Instead, it treated intimate wellness as one more everyday consideration when preparing to travel.

The bags created the visual language

Each execution centred on a carefully arranged toiletry bag.

The opening, zip, fabric and objects around it were composed so the overall image subtly suggested intimate anatomy. The reference remained clear enough to support the campaign title without becoming explicit.

That balance gave the work two stages.

At first, someone could see a polished summer still life filled with bright fabrics and personal-care products. After another look, the shape of the composition revealed the second meaning.

The images connected different concerns with products from the Vagisil range. These included a soothing oat cream, lubricant gel, an Odor Block spray and a daily intimate wash.

Each product appeared as something that could travel beside skincare and other bathroom essentials.

That placement mattered.

The campaign did not photograph the products against a clinical background or surround them with complicated health language. It placed them inside the visual world of beauty, travel and personal routines.

As a result, the category felt less separated from the rest of self-care.

The media appeared before people travelled

What’s in My Vag ran across social media, print and digital outdoor advertising.

In Madrid, the work appeared at Atocha railway station and Moncloa bus station. It also entered shopping centres across the city.

Those locations strengthened the packing idea.

People passing through Atocha or Moncloa were preparing to leave the city, beginning a holiday or travelling with bags beside them. The campaign reached them during the exact behaviour shown in the images.

The outdoor placements also enlarged a subject usually kept private.

A small intimate-care product now appeared across public screens inside busy transport spaces. However, the visual treatment kept the message approachable rather than confrontational.

Social media served a different role.

There, the campaign could sit beside the bag-reveal videos that inspired it. The title felt like a recognisable piece of online content before the changed final word redirected the conversation.

Print and outdoor supplied the scale. Social media supplied the original cultural setting.

The Craft

What’s in My Vag used familiarity to enter a conversation people often avoid.

The campaign did not begin with medical language. It began with a type of content audiences already understood.

It also made the product placement part of the argument. Vagisil appeared beside sunscreen, skincare and other travel items because the campaign wanted intimate care to be viewed with the same ease.

The title attracted attention, but the visual system prevented it from becoming only a provocative line. The shape of each bag supported the wordplay, while the products gave every execution a clear purpose.

No reach, sales or attitude-change results were published with the campaign record. Its effectiveness therefore cannot yet be measured beyond the creative execution.

Still, the central observation remained strong.

People were already showing the world what they carried in their bags.

Vagisil asked why intimate care was missing.

Credits

What’s in My Vag (2026) — Vagisil, Spain. Agency: Publicis Spain. Chief Creative Officer: Óscar Martínez. Executive Creative Director: Miriam Gutiérrez. Creative Director: Catalina Hibbert. Associate Creative Director: Pepa García. Art Director: Carmen Bringas. Copywriter: Laura Gandarillas. Account Director: Paloma Díaz. Client team: Pierre Champelovier, Paola Santano, Tania Utiel and Inés Soler. Media: print, social media and digital outdoor.