Kotex Social Experiment

I LOVE this.

I always had the rule that boys weren't proper boyfriend material until they'd passed the test of buying me 'ladies products'. For many guys, it's incredibly embarrassing, it's a whole new strange and scary world and they have absolutely no idea where to start or what to get. There's also a fear of insult - "If I get her Super size, does that mean I think she has a giant hole?".

This is great because it pretty much sums up the amount of choice in Femcare Products women now have. You have thin pantyliners, liners for different type of panties, ones for the night, ones that can fly, ones that smell funny, ones that come with skirts, one that have pearls (what is all that about?!!) - a whole plethora of confusion. Even the brands that women have grown up with are expanding their range to confuse, confuddle and to think you need the whole range. The guy in this is undoubtedly clueless. As are some of the women.

I think their new campaign and website U by Kotex is pretty good as far as Femcare websites go. It's contemporary, colourful and encourages discussion. You can also request samples of their new range if you're in the US or Canada.

Kotex says - Cuts the Crap

I'm sure many women would agree - it's slightly infuriating that so many Femcare brands portray periods as actually being a week of calm, tranquility, billowing white clothes. In fact, it's possibly even better being on your period than off!

In reality, we just get on with it. If you don't have a choice about these matters you just deal with it.

'Nuff said.

Look after your beaver. You've only got one.

I know it's a year old already at the time of writing but this still makes me laugh. Crass and unsubtle, I bet many other creatives are wildly jealous that they didn't have the guts to pitch this to the client in the hope that it'd somehow knock them off their precious 'Delicate issue, must tread carefully' perch and they'd ok it. 

The infamous ozzie Kotex ad features an attractive woman who goes about her daily business with her pet beaver. They have lunch together, sit on the beach together and have their nails done together. 

The voice-over completes the ad with 'You've only got one. So for the ultimate care down there, make it U.'

It received much criticism. Perhaps it wasn't the best idea to air it the day after International Women's Day.

Personally, I think it's great. It's funny, controversial and would appeal to their target audience of 18-24  year olds. Shame they didn't use a pussycat.