Kotex’s self-flagellating new ad campaign

Salon

March 16, 2010

The feminine hygiene company admits: Commercials with horse-riding girls and blue liquids are ridiculous

Kotex may be using all this empowerment to sell their bitchin’ new pads in a cool black box, but if somewhere in the package they’re also selling girls on the notion that their bodies and their functions are nothing to be ashamed of, nothing to be afraid of, and they’re no damn field of daisies either, that’s just fine. It might even be worth doing cartwheels over.

Periods are never half as much fun as the feminine protection ads make it seem. In all my years of menstruation, I have never ridden a horse on a beach or stripped down to my underpants to go swimming with my friends. And white pants? Are you kidding me? Do you know how much those jeans cost?

And when advertisers aren’t trying to convince us how awesome that time of the month is, they’re taking the opposite tack, pitting us in a veritable war with Mother Nature herself. So it’s refreshing to read in Tuesday’s New York Times that Kotex’s hip new line, Kotex U, is taking a page from Domino’s recent self-flagellating “turnaround” series and launching a series of ads aimed at poking fun of the dainty genre of smiling girls and blue liquids.

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Author: Leslie Carol Botha

Author, publisher, radio talk show host and internationally recognized expert on women's hormone cycles. Social/political activist on Gardasil the HPV vaccine for adolescent girls. Co-author of "Understanding Your Mood, Mind and Hormone Cycle." Honorary advisory board member for the Foundation for the Study of Cycles and member of the Society for Menstrual Cycle Research.