There are certain product categories that i wouldn’t want to write ads for. Adult diapers. Hemorrhoid cream. Feminine hygiene. Especially feminine hygiene.
Why? Because I feel like all ads for tampons and pads are exactly the same…and ridiculous to boot. They all feature pretty girls dancing around with not a care in the world…often wearing white pants…sometimes even wearing swimsuits. The message seems to be, “Buy our brand of pads or tampons and your period will be a party.”
I don’t know about you, but when that time of month rolls around for me, I don’t feel like twirling around in white pants. I feel like throwing a rock at the TV every time I see a tampon ad.
Which is why I loved this ad for U by Kotex, a new line of tampons, pads and liners. It mocks all the stereotypes of feminine hygiene advertising. Pretty girls. Carefree dancing. White pants.
I love this ad because it’s relatable. I’m not the only one that is fed up with tampon ads. Heck, a tampon company is even fed up with tampon ads.
This is an innovative approach for a 90-year-old feminine care brand. Mocking traditional feminine hygiene advertising–include some of Kotex’s very own advertising (check out the “Reality Check” spot that mocks clips from older Kotex ads)–was definitely a risk. But it was a good risk that yielded a great campaign.
Making fun of your own industry AND your own company to prove a point? Now that’s bold.