TWO MONTHS AFTER THE SUPREME COURT overturned Roe v. Wade, Julie Schott launched emergency-contraception brand Julie. The timing was fortuitous. Though morning-after pills have been widely available since 1977, the renewed focus on reproductive rights put increased attention on products across the familyplanning spectrum.
Julie’s electric-blue boxes are emblazoned with the brand’s name in hot pink and are evocative of mid-’90s Sassy magazine covers. The brand has used that attention—alongside national distribution at more than 13,000 major retail locations—to make its levonorgestrel tablets popular, even fashionable to Gen Z. Just ask the 22,000 people at the Olivia Rodrigo concert on March 12 in St. Louis. They received free boxes of Julie from the singer, in partnership with the Missouri Abortion Fund. Julie—which lacks the more clinical, furtive associations that come with brands like Plan B—had, remarkably, made the morning-after pill cool.
That’s due in part to its marketing. The company’s humorous ads—one of which
