Opill is the first of its kind over-the-counter daily birth control pill. At the time of launch, it was the USA’s only over-the-counter daily birth control pill, and a wildly accessible one at that — you could walk into pretty much any major store, grab it off the shelf, and skip all the hassle that made every other form of birth control a major pain (like insurance, doctor’s appointments, awkward conversations, etc.). All for $20. In all 50 states.

The only problem? Nobody knew about it.

Armed with our bible of claims and strict instructions not to be too funny or sexy or crass or political or slapstick or cosmopolitan, we honed in on Opill’s one attribute no one could disagree with: ease of access.