There was a time when that 'time of the month' demanded advertising that was famous for its metaphors and euphemisms - tampons and pads were sold with women doing cartwheels on the beach in pristine white swimsuits. Absorbancy was demostrated with vials of blue liquid. (Blue? Who knew?).
Times have changed in the feminine hygene category. Now there are beavers and idiot boyfriends - but there topic is still skirted around. Well, it was. HelloFlo is an American brand that targets young women (all the major brands have had outreach programmes to capture first-timers) with, dare I say it, a fun approach to menses. Founder of the company Naama Bloom says this
"There are two things that I love about this company. First, I’m so excited that what I’m doing is changing the relationship that girls and women have with puberty and their bodies. I spend so much of my time talking to young women and their parents about ways that the experience could be improved. When I hear from people that HelloFlo transformed their periods into something they no longer hate, I’m so gratified."
But back to the ad - it channels the same kind of energy as the TV show Modern Family. It's kind of repulsive but very funny. In the end you wonder why you were so uptight about things before now. Hey, let's throw a 'First Moon' party.
I talked about how ads have to make you feel something for the message to get through. I'm not in the target market for this but I think it is a perfect talking point for mothers and daughters. Very funny and on the money. I'm sure a lot of people will be feeling relieved.
What do you think?
This blog is a notepad of contemporaneous and sometimes extemporaneous thoughts about creativity, strategy and ideas.