Lately I have noticed these snarky little sarcastic commercials gracing the airwaves, and they seem to be about feminine hygiene products. While I applaud the tone of the commercials, I look at this new product line U by Kotex, and I have to ask what are you thinking? It seems they are attempting to make your menstrual cycle hip, cool and no big deal. Well I have news for you Kotex, a period will never be hip or cool and no amount of slick black packaging and day glow applicators are going to help. It is a physically and emotionally messy time in every woman's life and having neon colored tampons will do nothing to alleviate the mood swings, bloating and cramps. Why do you think the promise of fewer and lighter periods is a selling point for birth control pills?
The other problem I have with this product line is that they are so busy being cool that they never stop to explain why U by Kotex is better than other products. Why do you deserve my six bucks? There doesn't seem to be any meaningful innovation here, people. Where is the promise of leak guards and 360 degree protection? The best slogans they have to offer are "Later, Dullsville. Hello, Different." and "OOOH...It comes in my color". Who the hell cares? Its a period not a rave or a cool new accessory. I doubt many women and girls will be waving their feminine hygiene products around in public no matter how "cute" and "trendy" they are. Your period is not supposed to be fun and it is a big deal. Women need products that work not a neon party pack of funky colors.
Packaging may be a fail, but it's trending to the mid-20 and younger crowd. I love the commercials, though. It totally pokes fun at all of the "fresh & clean, feel like dancin, show absorption with the blue water commercials. "Yeah - that's totally what it's like". What a hoot.
ReplyDeleteThe snarky commercials are cool - have you see the one with the girl all dressed in white - it doesn't change the fact that they are using image and coolness to sell a product that women need to be capable more than they need it to be cute and cool...
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