O.B. is Appealing to Potential New Customers Candidly
Laura McQuarrie — November 8, 2014 — Marketing
References: GiveUsOnePeriod & marketingmag
This tampon vending machine is just one component in a campaign to help O.B. appeal to audiences who have not yet tried tampons without an applicator. With this campaign, O.B. is asking women to "Give us one period" in order to dispel some of the myths that surround this particular feminine hygiene product brand, including the product's size, how to use it properly and if it will be messy.
Led by Boom Marketing, the campaign involved setting up tampon vending machines at various university washrooms across Canada, which would trade tampons for tweets to @ob_Canada. Alongside vending machines, washroom stall doors were turned into advertisements revealing some of the truths about the product in order to put women at ease about trying something new.
Led by Boom Marketing, the campaign involved setting up tampon vending machines at various university washrooms across Canada, which would trade tampons for tweets to @ob_Canada. Alongside vending machines, washroom stall doors were turned into advertisements revealing some of the truths about the product in order to put women at ease about trying something new.
Trend Themes
1. Tampon Vending Machines - Distributing tampons through vending machines offers convenience and accessibility, and opens up opportunities for innovative marketing campaigns like O.B.'s tweet-for-tampons initiative.
2. Dispelling Myths About Tampons - Educating and addressing concerns around tampon usage through creative marketing strategies can help break down barriers and attract new customers, as demonstrated by O.B.'s washroom stall door advertisements.
3. Innovative Feminine Hygiene Campaigns - Combining vending machines, social media interactions, and informative advertisements in unconventional settings presents promising possibilities for disruptive marketing strategies in the feminine hygiene industry.
Industry Implications
1. Vending Machine Industry - Integrating vending machines with new technologies and interactive incentives like tweet-for-tampons programs can revolutionize the way feminine hygiene products are distributed and marketed.
2. Marketing and Advertising Industry - Creating innovative campaigns that challenge common misconceptions and myths can reshape consumer perceptions and create new avenues for growth in the feminine hygiene market.
3. Feminine Hygiene Product Industry - Incorporating creative marketing techniques and consumer education initiatives can drive brand awareness, encourage trial, and ultimately disrupt traditional preferences in the feminine hygiene product market.
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