LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Julie: Your Friends with Benefits
Grade B16 sourcesHIS-00771

Julie: Your Friends with Benefits

Campaign · 2023 · Niche

26Editable slideCertificate

Julie reported over 9.4 million TikTok views for its two-count contraceptive commercial.

Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.
Julie / Esther Povitsky on YouTube, via Wayback Machine
Two Julie boxes held in hands, the product photograph supplied with Julie’s campaign award entry.
Julie via The Shorty Awards
This Emergency Contraceptive Ad/Short Film Is Hilarious—But Also Tragic in Its Implications
The Mary Sue
Twitch, iHeartMedia and Priceline are among the 2023 Digiday Award winners
Digiday
These Morning-After Pill Ads Prove A Serendipitous Hoot
B&T
The future of representation in adland | shots
shots
Julie (brand) - Wikipedia
Wikipedia

Spread Score

How it works
Reach31Contagion35Breadth10VelocityNo data yetLongevityNo data yet26

Numbers

Commercial on TikTok; entrant total, post split undisclosed
9.4M
As of May 10, 2023 · TikTok · Self-reported · Julie (entrant submission hosted by The Shorty Awards)
Milestone date
Week of Apr 14, 2023
Apr 2023 to Week of Apr 14, 2023
Platforms
5
Started on TV
Origin
Mixed
Health & fitness

Mechanics

  • TransgressionPrimary
  • Platform jump
  • Newsjacking
  • Controversy
  • Maker origin

How it spread

Trace the origin

Julie launched a paid comedy ad for its two-count pack in April 2023. Press coverage and a critical Reddit thread followed. Julie reported 9.4 million TikTok views by May 10; its team cited viral posts when explaining the male-perspective follow-up.

Documented milestone; not a measured attention peak. Dates use the stated precision; chart positions are date anchors.

Oct ’22Jan ’23AprMayJulSepNovMar ’24JunRetailTVPressRedditTikTok
RetailTVPressRedditTikTok

14 more events on this chart

Join free to see them

Timeline (17)

  1. September 2022

    Julie precursor · Sep 28 ’22

    Julie announced its nationwide brand launch before the later two-count campaign.[1]

    Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.
    Open the first post ↗

  2. April 2023

    Julie seed · Apr 2023

    Julie launched Your Friends with Benefits alongside its two-count pack in April.[2][9]

  3. Julie / CVS commercial · Apr 3 ’23

    Julie introduced a CVS-exclusive two-count pack priced at $70.55.[3]

Origin
Mixed
Sector
Health & fitness
Region
US
Commercial on TikTok; entrant total, post split undisclosed
9.4M
As of May 10, 2023 · TikTok · Self-reported · Julie (entrant submission hosted by The Shorty Awards)
Evidence
Grade B

Spread the same way

Apple Three Minutes

YouTube · 2018

58
An iPhone X-shot film about a train attendant’s brief Chinese New Year reunion with her son.

40M views

Burger King Whopper Neutrality

YouTube · 2018

52
An in-store video stunt that charged more for faster Whoppers to explain net neutrality.

4.3B impressions

Back Market: Hack Market

Retail · 2022

43
Back Market - Hack Market (ENG)

100M impressions

Cluely launch

X · 2025

43
Cluely is out. cheat on everything.

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Oct ’22Jan ’23AprMayJulSepNovMar ’24JunRetailTVPressRedditTikTok
RetailTVPressRedditTikTok

14 more events on this chart

Join free to see them

  1. September 2022

    Julie precursor · Sep 28 ’22

    Julie announced its nationwide brand launch before the later two-count campaign.[1]

    Two women argued over the last box of Julie, comparing reasons they could not have a baby with their partners.
    Open the first post ↗

  2. April 2023

    Julie seed · Apr 2023

    Julie launched Your Friends with Benefits alongside its two-count pack in April.[2][9]

  3. Julie / CVS commercial · Apr 3 ’23

    Julie introduced a CVS-exclusive two-count pack priced at $70.55.[3]

  1. press · Apr 14 ’23

  2. milestone · Week of Apr 14, 2023

Join free to see the other 14 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 8 sourced numbers and 16 sources. Start with a free account.

Join freeGo Pro