Ever find feminine product commercials weird and awkward to watch? Many of us women go to that aisle of the drug store, grab something quickly, and pay for our products without making eye contact with the cashier. Men- this is a subject that many of you shudder to think about.
Marketing and advertising products that are a necessity to nearly half of the population, but are rarely talked about may prove to be a challenge for creative staff. Kotex has recently undergone a rebranding of their product line and advertising techniques. One part of this rebranding is a campaign (coordinated ads) that make talking about periods and feminine products.
These commercials grab the viewers' attention because of the "real" communication qualities. They are trying to be honest about the product they are trying to sell, fully recognizing it is an awkward subject for most people to talk about. Like the Mark Twain quote from the book "When in doubt, tell the truth." (Page 193). These ads are open and honest about the fact that they are trying to sell an awkward product. The second commercial in particular points out the advertising and market research techniques that many are aware of. They address the fact that women and young people are smart- they know they are being marketed to. This technique is similar to the Dove Campaign for Real Beauty mentioned in the reading, which addressed the problems within the advertising field marketing to the same audience.
This campaign can be easily effective because it has the potential to enter the pop culture vernacular. This campaign has the potential to make the discussion of menstruation and feminine products more regular and normal- since it is presented to us as a normal occurrence.
I think this is an effective campaign because of its unique approach that addresses the real feelings of the viewer when seeing ads about this uncomfortable topic. It challenges the advertising techniques of its competitors- showing the consumer respect for their intelligence and willingness to communicate on their level. The ads are simple and written wittily.
REALITY CHECK
http://www.youtube.com/watch?v=lpypeLL1dAsWHY ARE TAMPON ADS SO OBNOXIOUS?
http://www.youtube.com/watch?v=QOM4AMV050A&feature=related
This is an interesting example of a re-branding campaign. Along with the humorous tone in the advertisements, they reinvented the packaging. The new packaging included black boxes and bright neon colors for the wrapping.
ReplyDeleteNot only did the bold black and neon packaging stand out on the shelf, it was cohesive with the messaging in the advertisements. By addressing the female audience in a humorous yet respectful tone, it grabbed the attention of young women and convinced them they were smarter than the pretty blue floral packaging of competitors.
I used to hate using the word "period" around guys, but eventually I sort of stopped thinking about how awkward it would make them feel and just talked fact. And you're definitely right, the fact is all women experience this so we shouldn't be ashamed of it. I would never ask my boyfriend or guy friend to buy those products for me (except in emergency!) but I do sort of feel odd when I'm in the feminine aisle and see guys watching me. Perhaps they are just intrigued because it's something that they do not experience. I really appreciate that Kotex is making an attempt to be straightforward and upfront about their products. And I do love the new packaging!
ReplyDeleteYour point about how this campaign is so effective because it grabs the viewers' attention due to its "real" communication qualities is so right. I love the examples that you provided. Real communication in Advertising is always a good way to go. I mean the topic of a period has always been awkward and seeing ads where girls are jumping around in white pants and all happy is just clearly not true about what women actually feel like. So I think its a great type of re-branding to apply to how women actually feel and the real quality of advertising to a female audience.
ReplyDeleteI enjoy this new truthful campaign. It kind be an awkward topic, but I always say, It's only awkward if you make it awkward. Kotex addresses it's product with real and honesty that a lot of woman appreciate.
ReplyDeleteIt reminds me of a complaint letter to Always who's campaign is "Have a Happy Period". This tag line upset one customer in particular who wrote a nasty (but funny) complaint letter.
http://wendi-aarons.blogspot.com/2007/03/as-seen-on-mcsweeneysnet.html