Thinx

The model has natural skin texture and a visibly older body. The underwear category is full of idealized models, making it hard for a bladder-leak shopper to identify — the solution is deliberately realistic representation, which makes the product feel more credible to the exact audience it's for.

"Absorbs up to 4 tbsp. of leaks" — not milliliters, but a kitchen measurement. The problem is that a technical number means nothing to most shoppers — the solution is an instantly imaginable, everyday reference point.

Not mentioned once, but repeated in an infinite scrolling banner. The problem is that important, cost-reducing info easily gets lost in fine print — the solution is deliberate, moving repetition that guarantees visibility.