This print advertisement for U by Kotex shows a woman driving a convertible in which the written concept takes the edge off the embarrassment some feel about feminine products. (The N.Y. Times, B3) ·As I looked at the advertisement, it gave me a feeling of calmness with a peace of mind. I felt like I could be that young woman in that car. This advertisement describes the driver holding up her right hand, in a light blue convertible on the highway with the text placed in the sky above the driver, car and the road that reads: “I tied a tampon to my key ring so my brother wouldn’t take my car. It worked.” (The N.Y. Times) ·The message takes the edge off the embarrassment some feel about feminine products. In a black block with pictures of the product boxes on the bottom of the page, there’s a question: “Why are 40% of people uncomfortable with tampons?”
Break the Cycle. New U by Kotex. (U by Kotex) ·Acquiring a new product line, U by Kotex, the brand discreetly constructed its own advertising campaign to speak to these extremely media aware users. The most abnormal advertising technique being used: Kotex accepted the fact that their target market completely understands that they are advertised to or enticed. This way, Kotex made their users dominant, laying order directing in their laps. Being aware of the “awareness factor” also arranged consumers as brilliant, brand-competent, and witty. (Ad Campaign Analysis) Mitchell 2
·Wrappers for the individual items come in four bright colors, with the outside packaging is mainly black. Mr. Meurer of Kotex states, “This has been a institutional type of product, with products that are white and light blue and boring, and what we have is a variety of bold lipstick colors in each pack.” “What we like to say is, we’re taking the category from institutional care to personal care.” (The N.Y. Times) ·In general, the inventive arrangement of the advertisement, with the black, grey and white lettering put together with the apportionment of the scenery, black bottom and the converted images of the products, arranged for an exceptional visual understanding. The surroundings look as if the photo was taken somewhere on a countryside back road, maybe southern California, because of the broad variety of vegetation, and other geographical conditions illustrated in the scenery. ·Not only does U by Kotex adequately sell their products, but they give much more.
Website visitors, UbyKotex.com, which was designed by the New York office of Organic, section of the Omnicom Group, are encouraged to sign a “Declaration of Real Talk,” pledging to defy societal pressures that discourage women from speaking out about their bodies and health. For every signer, Kotex donates $1 to “Girls for Change,” a national nonprofit based in San Jose, California, that puts together urban middle school and high school girls with professional women to encourage social change. According to Mr. Meurer of Kotex, “We’re really out there and we’re trying to touch women and say we care about this conversation.” We’re changing our brand equity to stand for truth and transparency and progressive vaginal care.” (The N.Y. Times) ·
The questions are out there in the world, yet they can’t be answered fully. It’s not the 1950’s anymore. Talking freely about many private health problems is no longer taboo. Actually, it’s encouraged, steering toward added awareness and better health care for people everywhere. Society and the media still have not accepted the issues women have below the waist. Sadly, this secrecy and shame about all things Mitchell 3 pertaining to vaginal health have a negative impact on a woman’s body image, self-esteem and overall health. U by Kotex brand wants to help women change the conversation about periods and vaginal care. Help Break the Cycle, so women can begin to feel comfortable their bodies and confident about their personal care.
“It’s time to Break the Cycle.” U by Kotex. U by Kotex, 10 June 2012. Web. 10 June 2012. “Rebelling Against the Commonly Evasive Feminine Care Ad.” The
New York Times. The New York Times. 15 March 2010. Web. 10 June 2012. “Ad Campaign Analysis: Kotex Reveals Ad Strategy, As Strategy.” 23 Oct. 2010. Web. 10 June 2012.
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