Although it is a normal bodily phenomenon of the female reproductive system, menstruation is often stigmatized. Menstrual product use belongs to the category of controversial products, and their advertising is often perceived as less attractive. By advertising controversial products, there is the possibility of violating personal and social values, which makes their advertising challenging. Social media is characterized by numerous restrictions which indicate frequent disapproval of intimate content and result in additional restrictions on the advertising of controversial products. Based on the above, the question arises about how to effectively advertise menstrual products without causing the target group's sociocultural value violation. Furthermore, the aim of this paper was to investigate the role and effectiveness of advertising controversial products in the category of menstrual products and how to implement them without violating advertising barriers of a certain digital platform. The research was divided into two parts and conducted in the company's case, Intimina. In the first part of the research, data was collected based on the success of the campaign indicators such as goals, reach and target groups. In the second part of the research, through in-depth interviews conducted with five respondents, data on the content of Intimina ads was collected. The results indicate the importance of content testing, carefully selected keywords, convenience of collaboration with influential individuals, as well as the connection between the content of menstrual product ads and the stimulation of social change.