Tampons, pads, and panty liners: all products that have graced our TVs for years in misrepresented ads. We've all had to watch cheesy commercials of women dancing and prancing around in white dresses and teeny-weeny bikinis during their supposed menstrual flows and cringe at the fact that, ahem - excuse my language - this is bull shit.Anyways, it was to my gleeful surprise when I saw this ad for the new U by Kotex during a commercial break while watching Gossip Girl this evening. It pokes fun at the ridiculous way feminine hygiene products have been advertised for so long.
In fact, in a New York Times article published today, we learn that "the clips mocked in the spot are actually from Kotex commercials, some shown within the last year in the United States and Europe." I find it fantastic that a company is being so frank about its products, because come on, do I really feel like riding a horse on a beach in a white sun dress while on my period? No, hell no.
So, not only did the new U by Kotex commercial grab my attention and make me chuckle, but it sent me directly to my laptop to Google this new brand. I must say, I love, love, love what they're doing. This new line is catering to women age 14 to 21, and the packaging alone will grab its target audience's attention. The packaging is mostly black that pops with a couple bright, bold colours. To be honest, it's a darn cool look for a box of tampons or pads.
The website is also interactive, which is perfect for their web savvy target audience. Under the "Real Answers" section of the website, viewers can find answers to questions commonly asked by those who may not yet fully understand the monthly bodily function. There is also a video that teaches the viewers how to insert a tampon, because hey, not every girl is comfortable asking their school nurse about this.
This company is logically creating a new brand equity that states the truth, while demonstrating what it truly represents in a transparent fashion: proper feminine hygiene.
I totally blogged one of their commercials a week or two ago too.. seriously funny when she mentions the blue liquid they use.
ReplyDeleteKotex is actually the first feminine hygeine brand to use the color red in their advertising. They started off with that red period that bounced around several years ago..
Good to hear about that.true that there has not been any appreciable piece of advertisement in the segment.Good to hear of this one...will want to see it.
ReplyDeleteFeminine Hygiene Products