U By Kotex's 'Its Not My Period' Reframes a Myth About PMS
Laura McQuarrie — September 16, 2016 — Marketing
References: ubykotex & marketingmag
Feminine care product brand U By Kotex's 'It's Not My Period' campaign takes the emphasis away from pads, tampons and other menstruation supplies and refocuses on women. In particular, the campaign tackles the misconception that women tend to behave "badly" when they are experiencing their time of the month.
The commercial begins by saying "If I asked you: 'How is a woman on her period?' What would you say?" and launches into a list of negative decscriptors that are commonly brought up, such as "bossy," "explosive" and "drama queen." The campaign then goes on to flip these stereotypes with words like "perfectionist," "visionary" and "loving," with an emphasis that 'It's Me #ItsNotMyPeriod.'
In recent years, commercials that deal with menstruation and other topics related to women's health are using comedy or inspirational messages to change the tone surrounding talk of monthly cycles from shameful to empowering.
The commercial begins by saying "If I asked you: 'How is a woman on her period?' What would you say?" and launches into a list of negative decscriptors that are commonly brought up, such as "bossy," "explosive" and "drama queen." The campaign then goes on to flip these stereotypes with words like "perfectionist," "visionary" and "loving," with an emphasis that 'It's Me #ItsNotMyPeriod.'
In recent years, commercials that deal with menstruation and other topics related to women's health are using comedy or inspirational messages to change the tone surrounding talk of monthly cycles from shameful to empowering.
Trend Themes
1. Comedic Menstruation Ads - Opportunity for brands to challenge societal stigmas and promote positive narratives around menstruation.
2. Inspirational Women's Health Campaigns - Opportunity to empower women and change the narrative surrounding women's health.
3. Shifting Stereotypes in Advertising - Opportunity to challenge traditional gender roles and redefine societal perceptions.
Industry Implications
1. Feminine Care Products - Opportunity to rebrand and create inclusive products that address the needs of diverse consumers.
2. Advertising - Opportunity to create impactful and memorable campaigns that challenge societal norms and stereotypes.
3. Health and Wellness - Opportunity to educate and raise awareness about women's health issues while promoting positive attitudes and empowerment.
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