A month ago, I read a NY Times' article discussing Kotex's new advertising campaign for its new line "U by Kotex" and was immediately in love. This campaign skewers many stereotypes in the world of feminine product advertising and makes fun of the types of commercials that many companies (including Kotex) have done.
Aside from the snarky print ads and tongue-in-cheek commercials, this campaign resonates with me because it "calls a spade, a spade." The monthly situation that women deal with hasn't (in my mind) been glamorous since the 50s. In fact, in college, I wrote a paper that examined the intersection between health behavior/consumer behavior/product development and marketing, and my topic dealt with periods and birth control.
This is a great example of a company observing health behavior/attitudes and altering their product line/advertising to match that. The U by Kotex website features statistics (like the ones below) related to health attitudes in young women and definitely make a case for this bold campaign.
- 83% of girls are embarassed to talk about their periods with their parents
- 50% of girls wish they knew more about their period
This whole campaign is change that I can believe in. Period.