Women all around the world experience the phenomenon known as their coming into
adulthood: their menstrual cycle. While the media is becoming more open and vocal about these
unknown and sensitive subjects, tampons and other feminine products are still in the unknown.
Until recently, many people would not broadcast or be open about what happened once every
month. Then Kotex created a new brand, U by Kotex, with the hopes of drawing in a younger
group of girls while still maintaining their older generation of customers. Kotex then launched a
series of commercials to promote and talk about what other brands would not. Kotex seemed
driven to do what other commercials had not, which is address that menstrual cycles are not fun
and energizing. Kotex …show more content…
While Kotex and Tampax remain two of the top name brands, Kotex attempted a new
tactic in commercialism. Kotex never addressed what their brand can do for customers, but
instead attacked other brands’ attempts at gaining customers. Kotex also used humor and directly
connected to their female audience by using common images, while still maintaining that
emotional connection with the sappy, slow building music that plays. Depending on the maturity
of who is watching the commercial, most would find it humorous and at the very least, remember
the commercial. Whether or not sales of their product went up or not is not indicated, but their
goal of appealing to different ages of their target audience was reached. Kotex currently runs
campaigns and has online interactive activities for girls and women to ask questions, promote
openness about “period” talk, and have the capability to be more decisive and empowered to
make their own decisions. Kotex still has that sense of security by calling the brand U by Kotex,
as in “you will buy Kotex”. Subliminally, they promote their brand, without revealing facts,
adulthood: their menstrual cycle. While the media is becoming more open and vocal about these
unknown and sensitive subjects, tampons and other feminine products are still in the unknown.
Until recently, many people would not broadcast or be open about what happened once every
month. Then Kotex created a new brand, U by Kotex, with the hopes of drawing in a younger
group of girls while still maintaining their older generation of customers. Kotex then launched a
series of commercials to promote and talk about what other brands would not. Kotex seemed
driven to do what other commercials had not, which is address that menstrual cycles are not fun
and energizing. Kotex …show more content…
While Kotex and Tampax remain two of the top name brands, Kotex attempted a new
tactic in commercialism. Kotex never addressed what their brand can do for customers, but
instead attacked other brands’ attempts at gaining customers. Kotex also used humor and directly
connected to their female audience by using common images, while still maintaining that
emotional connection with the sappy, slow building music that plays. Depending on the maturity
of who is watching the commercial, most would find it humorous and at the very least, remember
the commercial. Whether or not sales of their product went up or not is not indicated, but their
goal of appealing to different ages of their target audience was reached. Kotex currently runs
campaigns and has online interactive activities for girls and women to ask questions, promote
openness about “period” talk, and have the capability to be more decisive and empowered to
make their own decisions. Kotex still has that sense of security by calling the brand U by Kotex,
as in “you will buy Kotex”. Subliminally, they promote their brand, without revealing facts,