It’s uncomfortable being a woman. One reason for that is that the vast majority of underwear available to us digs, rubs, itches, hurts and leave deep, semi-permanent impressions on our skin. Women’s discomfort is ubiquitous, and we’re so used to it that we don’t even talk about it. So, to launch bamboo underwear brand Boody’s new positioning, ‘Make Yourself Comfortable’, we let the discomfort do the talking - and presented Boody as the answer to this long-suffered problem.