I just saw the latest commercial from Kotex and I actually felt like standing up and applauding. It’s about time! Nothing is more ridiculous to me than young women riding horses or dancing ecstatically in white spandex with big cheery grins on their faces pretending that they have their periods. And don’t even get me started with those commercials that tell me to have a “happy period”! Arrgh! Are you @^$~# kidding me? Quoting Wendi Aarons – “What I mean is, does any part of your tiny middle-manager brain really think happiness—actual smiling, laughing happiness—is possible during a menstrual period?” Check out Wendi’s complete letter to James Thatcher of Proctor and Gamble. Too funny!
But the new Kotex ad gets even better because after doing some research I’ve discovered that visitors to their Web site, UbyKotex.com, are urged to sign a “Declaration of Real Talk,” vowing to defy societal pressures that discourage women from speaking out about their bodies and health. (Applauding louder now)
For every signer, Kotex will donate $1 to Girls for a Change, a national nonprofit based in San Jose, Calif., that pairs urban middle school and high school girls with professional women to encourage social change. Excellent! (Just threw in a “Woo Hoo!” with my applause)
I also love that the clips mocked in the spot are actually from Kotex commercials, some shown within the last year in the United States or Europe.
“We are guilty, so it’s not that Kotex is any different,” said Andrew Meurer, vice president for North American feminine, adult and senior care for Kotex’s parent company, Kimberly-Clark. “We’re turning the light on ourselves, and we’re not saying, look at what other people do. We’re saying look at what we’ve done in the past, which typifies everyone in the category.” Way to go Andrew! Kudos to you!
I love that advertising is trying this new fresh angle – reality. Cool! Now that makes me happy Mr. Thatcher.