Knix Asked Shoppers to "Break Up with Disposables" in New Campaign
Grace Mahas — August 31, 2020 — Eco
References: youtube & marketingdive
With the plastic pollution gaining more traction across social media channels, Toronto-based brand Knix is helping tackle the problem with menstruation product pollution in its bold new campaign, titled 'Breaking Up with Disposables.' The ad was launched in conjunction with its new 'Super Leakproof Underwear' and highlights the many ways traditional, single-use period products impact the lives of women.
The breakup-style campaign highlights issues like "never being there for you" when consumers run out of products to being "terrible to travel with" accompanied by a woman trying to pack multiple pads in her luggage. It concludes by calling the disposables "trashy—literally" and asking consumers to "finally kick disposable menstrual products to the curb" in favor of its sustainable, reusable options.
Image Credit: Knix
The breakup-style campaign highlights issues like "never being there for you" when consumers run out of products to being "terrible to travel with" accompanied by a woman trying to pack multiple pads in her luggage. It concludes by calling the disposables "trashy—literally" and asking consumers to "finally kick disposable menstrual products to the curb" in favor of its sustainable, reusable options.
Image Credit: Knix
Trend Themes
1. Sustainable Menstruation Products - Creating more eco-friendly alternatives to traditional menstrual products and promoting their benefits to consumers.
2. Breakup-style Marketing - Using humor and relatable relationship analogies to promote a brand or product.
3. Single-use Product Awareness - Bringing attention to the negative impact of single-use products on the environment and encouraging consumers to make more sustainable choices.
Industry Implications
1. Feminine Hygiene Products - There is an opportunity for companies to create more eco-friendly and reusable menstrual products as consumers become more eco-conscious.
2. Advertising and Marketing - Innovative campaigns that use unconventional and humorous approaches can engage audiences and increase brand awareness.
3. Environmental Sustainability - As consumers become more aware of environmental issues, there is growing pressure on industries to find eco-friendly alternatives to single-use products.
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