When watching ads for “intimate” and “sanitary” products, you may notice a trend: while it’s perfectly OK to discuss erectile dysfunction and other problems exclusive to the male gender, distinctly feminine problems like menstruation, breast exams or the dreaded yeast infection don’t get a lot of attention. Ad and media execs tend to be “grossed out” and back away despite the fact that 3/4 of women experience candidiasis at some point in their lives–which means there’s a huge market for related products.
Here’s an example: each of the major networks refused to air this Ogilvy Kotex commercial because, according to Adweek, they just couldn’t handle the word “vagina.”
In this light, a recent survey sponsored by Monistat which found that most women still hold potentially serious misconceptions about these conditions makes more sense. So how can feminine health and hygiene brands truly connect and engage with audiences when big media says “we’d rather not?”
We recently had a chance to speak about the topic with Jennifer Moyer, VP of marketing for Monistat‘s parent brand Insight Pharmaceuticals, who had some very interesting insights.