“HOTTER THAN EVER” — Sparking the Conversation About Menopause
The Challenge
The conversation about menopause needs to start.
For too long, society has treated it as a taboo — something women shouldn’t talk about, especially beautiful, dynamic women who are expected to defy age.
We needed to challenge that silence, to normalize a conversation that affects every woman, and to remind them that menopause isn’t the end of something — it can be the beginning of a new, empowering chapter.
The Insight
As women enter this stage of life, they often find themselves evolving in ways they never expected: more confident, more self-aware, more unapologetically themselves.
No longer fearing time the way they might have at 35, they embrace their individuality, their bodies, and their desires. They find balance — and sometimes, they feel even more vibrant, even more alive. Sometimes… even hotter than they ever imagined.
The Idea
With this truth at the heart of our campaign, we created “HOTTER THAN EVER” — a bold and disruptive campaign that reframes menopause as a celebration of strength, sensuality, and transformation. The wordplay captures both the literal heat of hot flashes and the figurative heat of confidence and vitality.
To build awareness and lasting recognition, we introduced a symbol for menopause — something feminine, elegant, and powerful — to serve as an emblem for this new era of visibility and pride.
And to bring our message to life, we found the perfect ambassador: Dimitra Papadopoulou. A beloved creator with intelligence, humor, and authenticity — and at the ideal moment in her career and life to embody the campaign’s spirit. She not only connects naturally with our audience but is also developing a new TV series about menopause, making her the ultimate voice for this cause.
The Execution
The campaign launched with a YouTube video, Google Display banners, and a social media activation through Dimitra’s own channels — sparking curiosity and conversation and leading to our menopause information hub, piohotapopote.gr. Women were invited to share their experiences, learn about symptom relief, and reclaim the narrative around menopause.
The Next Step
The campaign’s first phase will conclude with promotional activations in central Athens, Thessaloniki and other cities, in order to raise awareness and inform women about the initiative.
Because it’s time to talk openly, confidently, and proudly.
Because menopause doesn’t make women fade.
It makes them HOTTER THAN EVER.
Date:
November 18, 2025
