Work · the spec slate

14 ads built for Attn: Grace.

Each of these 14 names one woman, the problem she has, and how Attn: Grace solves it. They answer what you told us: specs that are right (every capacity matches the PDP of the pack in frame, always “up to”), ads that are visually simple, cohesive, elegant, and a plan built on who actually buys. Your reviews say the buyer is older than the ads think (95 of 103 who give an age are 60+), that skin is why she switches (15.2% of 9,035 reviews), and that perimenopause is the open lane. None repeats an ad you run today.

These are spec drafts, not finals: built on your official packshots, in a Benton-style serif and your palette, with the facts we still need you to confirm listed at the bottom of the page.

Her. Her problem. Your pad.
14
spec ads
7
personas
6
SKUs
Every
number checked against the PDP
Skin 01. Testimonial: WHO KNEW IT WAS THE PADS??
“WHO KNEW IT WAS THE PADS??” Lori A., Heavy Pads review
Spec render, Heavy Pads
01 · Testimonial, big pull-quote · Heavy Pads
“WHO KNEW IT WAS THE PADS??”For over a year I tried cream after cream. ★★★★★ Lori A., verified buyer. Heavy Pads for Bladder Leaks.
ICP
A woman over 60 who spent a year treating an itch
Problem
The itch was the pad
Solution
A plant-based top layer, dye + fragrance-free
Why: a customer’s own words, verbatim. Skin is the number one reason people buy (15.2% of reviews), and this claims it back from TENA’s “Ditch the Itch”. An unbranded drugstore pack sits among the cream tubes, so the quote can only point one way.
Skin 02. Split: treated the itch, changed the liner
Treated the itch. Changed the liner.
Spec render, Liners
02 · Us vs them, split · Liners
Treated the itch. Changed the liner.Liners made for periods / Made for bladder leaks.
ICP
A daily liner wearer burning by the end of the day
Problem
Her liners were made for periods
Solution
Liners made for bladder leaks: Skin-Safe™, dye + fragrance-free
Why: the split layout from the brands you hold up as the bar, built on Deana F.’s review: “I never understood they were designed for periods not bladder leaks.” Right-hand rows use the Liners PDP wording.
Night & heavy 03. Night headline: two pads at bedtime, still changing the sheets
Two pads at bedtime. Still changing the sheets.
Spec render, Ultimate Pads
03 · Headline, night lifestyle · Ultimate Pads
Two pads at bedtime. Still changing the sheets.One Ultimate Pad for Bladder Leaks holds up to 3.1 cups.
ICP
Wears two pads at once every night
Problem
Doubling up, and still changing the sheets
Solution
One Ultimate, up to 3.1 cups
Why: the night angle no live ad covers, on your most-reviewed pad. “always 2 at a time” and “constant sheet changes” are reviewers’ lines.
Perimenopause 04. Strikethrough list: bring back the white jeans
Only black leggings. Only dark jeans. Bring back the white jeans.
Spec render, Light Hybrid Pads
04 · Negative marketing, strikethrough list · Light Hybrid Pads
Only black leggingsOnly dark jeansSpare underwear in my purseBring back the white jeans.Light Hybrid Pads for Bladder Leaks and Period Flow.
ICP
A woman in her 40s who now only wears dark colors
Problem
Hiding leaks with clothes
Solution
A 2.8mm pad for leaks and period flow
Why: the struck lines are how customers say they cope, from reviews and Reddit. The payoff is the life back, not the product.
Life & travel 05. IG Story UGC: first trip abroad since the leaks started
first trip abroad since the leaks started. boarding in 20.
Spec render, Heavy Pads
05 · UGC, IG Story · Heavy Pads
“first trip abroad since the leaks started.”“boarding in 20. attn grace in the carry-on.”
ICP
A woman in her late 60s who stopped traveling
Problem
Her world shrank to her house
Solution
Heavy Pads in the carry-on
Why: the freedom angle no live ad uses, shot to look like a phone story. The caption is the creator’s own voice, built on what reviewers say about travel; no real reviewer is attached to it.
Night & heavy 06. Macro proof: up to 2.2 cups in a pad this thin
Up to 2.2 cups in a pad this thin.
Spec render, Heavy Plus Pads
06 · Features, macro proof · Heavy Plus Pads
Up to 2.2 cups in a pad this thin.Heavy Plus Pads for Bladder Leaks
ICP
Thinks a thin pad can’t hold a real leak
Problem
“they looked so thin”
Solution
A slim pad that holds up to 2.2 cups
Why: answers the top objection with the capacity number, not adjectives. No thickness is printed until you confirm it (see below).
Perimenopause 07. iMessage UGC: i sneezed and peed a little
i sneezed and peed a little. i’m 41?? welcome to the club
Spec render, Moderate Pads
07 · Native UI, iMessage over hands · Moderate Pads
“i sneezed and peed a little. i’m 41??”“welcome to the club” · “get the moderate pads from attn grace. so thin i forget i’m wearing one” · “ordering now”
ICP
A 41-year-old whose first leak came out of nowhere
Problem
Sneeze leaks, suddenly
Solution
Thin Moderate pads she forgets she’s wearing
Why: humor and a group-chat voice for the perimenopause lane. “Welcome to the club” is how women on Reddit talk about it.
Caregiver 08. Caregiver testimonial: making my mom feel normal again
“making my mom feel normal again” Dottie B., verified buyer
Spec render, Ultimate pack in frame
08 · Testimonial, object in scene · Ultimate pack in frame
“Thank you for making my mom feel normal again!”★★★★★ Dottie B., verified buyer. Skin-Safe™ Pads for Bladder Leaks.
ICP
A daughter buying for her mom
Problem
Mom’s skin raw and sore from drugstore pads
Solution
Skin-Safe™ pads, delivered
Why: the caregiver lane in a customer’s own words, with a handwritten “For Mom” card on the box. Her review names no product, so the ad makes no Ultimate claim.
Life & travel 09. Outdoor headline: I used to know every restroom within five miles
I used to know every restroom within five miles.
Spec render, Heavy Plus Pads
09 · Headline, outdoor lifestyle · Heavy Plus Pads
I used to know every restroom within five miles.Heavy Plus Pads for Bladder Leaks hold up to 2.2 cups.
ICP
A golfer who started dreading the course
Problem
Planning every round around restrooms
Solution
Heavy Plus, up to 2.2 cups
Why: Patricia G.’s review line (“I know where every restroom is within a five mile radius”), moved into the past tense and left unattributed.
Everyday 10. Statistic: 61.8% of U.S. women have bladder leaks
61.8% of U.S. women have bladder leaks.
Spec render, Liners
10 · Statistic, color-world plinth · Liners
61.8% of U.S. women have bladder leaks.Our liners are made for bladder leaks. (Source in the ad copy: NHANES 2015-2018.)
ICP
A woman who assumes she is the only one
Problem
Silence
Solution
Liners made for bladder leaks
Why: a primary-source number (NHANES 2015 to 2018) with its source on the art, in a single-color editorial layout.
Skin 11. Comparison: same leak, very different layer against your skin
Same leak. Very different layer against your skin.
Spec render, Moderate Pads
11 · Us vs them, two-column comparison · Moderate Pads
Same leak. Very different layer against your skin.Most drugstore pads vs Attn: Grace
ICP
Uses drugstore pads without reading the label
Problem
What touches her skin
Solution
Your approved comparison rows, top sheet only
Why: Alex’s approved rows from 23 January, word for word, with “Dermatologist Tested & Approved” as the pack says it. “Most drugstore pads”, no named brand.
Everyday 12. Subscription: no more big pink box at the register
No more big pink box at the register.
Spec render, The range
12 · Offer, subscription tablescape · The range
No more big pink box at the register.Bladder leak pads, delivered every 4, 6, 8 or 12 weeks. ★★★★★ 4.8 from 9,000+ reviews.
ICP
Buys pads at the register and hates it
Problem
The box at checkout
Solution
Delivered to the door, on subscription
Why: subscription-first, the stickier customer you asked for. From Ardis O.’s review: a box “shouting it contents”. The 10% stays off the art, per your rule.
Perimenopause 13. Poster: I miss when sneezing and peeing were two totally separate events
I miss when sneezing and peeing were two totally separate events.
Spec render, Light Hybrid Pads
13 · Headline, single-color poster · Light Hybrid Pads
I miss when sneezing and peeing were two totally separate events.One pad for periods and bladder leaks. ★★★★★ 4.8 from 9,000+ reviews.
ICP
A woman in her 40s who still has periods and now leaks
Problem
Two problems, two products
Solution
One pad for both
Why: an r/Menopause thread title, in first person, as the hook: humor the account doesn’t have yet.
Night & heavy 14. Pull-quote: I kept seeing the ads and thought they would never work for me
“they looked so thin.” 5mm thin. Up to 3.1 cups.
Spec render, Ultimate Pads
14 · Social proof, pull-quote to the sky · Ultimate Pads
“I kept seeing the ads… and thought they would never work for me because they looked so thin.”★★★★★ Melissa R., verified buyer. Ultimate Pads for Bladder Leaks. 5mm thin. Up to 3.1 cups.
ICP
A heavy leaker who never believed the ads
Problem
The pads looked too thin
Solution
5mm thin, holds up to 3.1 cups
Why: Melissa R. answers the thin-doubt objection better than we could, in her own words, cut only where the ellipsis shows.
Spec drafts, not finals. Built on your official packshots against a fidelity card for each SKU: absorbency name, droplet count, capacity and length, all read off your PDPs. Every capacity appears only on the pack in frame, with “up to”, and every ad says “for Bladder Leaks” in type big enough to read in feed. No named competitors, no discount numbers on the art, Skin-Safe™ with its ™. A few things need your sign-off before any of these spend money:
  • 06, Heavy Plus thickness: the PDP text says 5mm and the PDP feature image says 5.5mm. The ad leads on 2.2 cups and prints no thickness until you confirm which is right.
  • Reviewer permission: 01 (Lori A.), 08 (Dottie B.) and 14 (Melissa R.) quote reviews by first name and initial; 09 (Patricia G.) and 12 (Ardis O.) are built on review lines without a name. 01 and 08 keep the reviewer’s own punctuation. Stars and “verified” are left off until confirmed in Okendo.
  • 10: 61.8% is the NHANES figure for urinary incontinence (U.S. women 20+, 2015 to 2018, published 2022), written as “bladder leaks”. The full source runs in the ad’s primary text.
  • 12: delivery every 4, 6, 8 or 12 weeks comes from your live subscription plans. Please confirm the “skip or change anytime” wording for the primary text.
  • 02 and 11: the comparison rows are your approved list from 23 January 2026, and the Liners rows use the Liners PDP wording. Tell us if either has changed.

Your rules. Your packs. Your customers’ words.

These 14 came from your 9,035 reviews, a Reddit pull, your live ads and everything you told us in the channel. The full process runs every week on the whole account.

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