Ahead of the 2022 Cannes Lions International Festival of Creativity, which activated in person last week in the south of France for the first time in three years, we picked the brain of one of the boldest risk-takers in consumer health marketing at the moment: Patricia Corsi, Global Chief Marketing & Digital Officer at Bayer Consumer Health. Tackling the taboo surrounding conversations about women’s intimate health, Corsi created an educational, entertaining, influencer- and expert-led campaign on TikTok for the global brand Canesten dubbed the “Vagina Academy.” Following is an excerpt of our conversation with Corsi about the brand’s journey through developing the campaign, its strategic marketing goals, obstacles encountered along the way—including censorship—and the importance of taking risks within the consumer health category.

Patricia Corsi, Global Chief Marketing & Digital Officer, Bayer Consumer Health

Chief Marketer: How have you shown up at Cannes this year, as a marketer and with …