Ok. I’ll be the first to admit it. I don’t know much about tampons. Never really needed to, being a guy. I’ll even admit that, when tampon commercials come on TV, I don’t generally watch. Let’s face it. I’m just not their market.
Well, that all changed. Today.
Ok. I’m still not their market. But I wish I had a photo of myself when the spot was over. I’m sure the look was one of disbelief mixed with epiphany. At that moment, it occurred to me. All these years, I hadn’t been watching them for the wrong reason. It wasn’t that I wasn’t their target. (Really, am I in the market for any new HP technology right now? No. But I watch the new ads every time they come on because they’re great.) The reason I haven’t watched the ads is that they were just horribly boring!
So far I’ve found two ads in the U by Kotex campaign. Here’s the other one.
Brilliant! In some ways, even better than the first one. It’s wonderfully snarky as it masterfully attacks the clichés. It’s so direct, I wonder how any self respecting tampon manufacturer would ever be able to run that kind of commercial ever again. J. Walter Thompson, Kimberly-Clark’s agency for the Kotex brand, is responsible for this ad. The funny thing is: the agency is also responsible for countless other ads just like the one these ads mock. For tampons, and maybe a few other products, too.
It makes me wonder how a person who could actually benefit from using this product would react to this campaign. From a pure marketing perspective, it’s wonderful. It cuts through the clutter, rewards repeated viewings and makes a bold branding statement. But unlike the Old Spice campaign I wrote about here and here, it’s so specific to the female target audience; I might be completely misjudging its effectiveness.
So, ladies – a little help here. Is this campaign the fresh knockout punch in this segment that it seems to be?