U by Kotex explains how to avoid the embarrassment of leaky tampons
Kimberly-Clark sanitary tissue brand U by Kotex has launched a TV ad that explains the rules for avoiding the embarrassing predicament of leaky tampons.
The ad is based on the insight that 77% of girls experience what they call ‘leakage paranoia’ when they have their period, according to the advertiser.
The ad, created by Shift, claims that U by Kotex Tampons have a ‘last line of defence’ feature at the base of the tampon to prevent leakage.
The campaign breaks the month after U by Kotex launched its FOMO positioning to introduce its Nude Liners.
Oh god, where are they getting these insights from? And do they really need to be made public? (And yes, I am female).
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…or of course omen could switch to menstrual cups to avoid the problem of leaking all together (can also be worn overnight, for 12 hours, and no risk of infections, TSS or dioxin).
As with any other tampon add it’s all about shaming and scaring women into using their products, in this day and age it’s something we could do without.
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Red, I suspect a focus group of 13 year old girls. Can you picture it ?
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Sometimes the only thing left to say is Eeewww!
Seriously – bum sniffing dogs, leaking ladies – how about a little discretion and dignity.
Leave loo paper, Ps & Ts in the bathroom please.
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Oh people, get over the squirmishness about natural body stuff. Its only periods! Say it out loud, PERIODS, and move on.
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