TVNewser AgencySpy TVSpy LostRemote FishbowlNY FishbowlDC SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Posts Tagged ‘Kotex’

Branding Win: Monistat Isn’t Afraid to Talk About Yeast Infections

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.

Read more

Mediabistro Course

Content Marketing 101

Content Marketing 101Get hands-on content marketing training in our brand new boot camp, Content Marketing 101! Starting September 8, digital marketing and content experts will teach you the tips and tricks for creating, distributing and measuring the success of your brand's content. Sign up before August 15 and get $50 OFF registration. Register now! 

Kotex Uses Pinterest to Generate Social Media Buzz

 

Smoyz, an Israeli ad agency, has executed a Pinterest-based campaign (the firm says it’s the first-ever) on behalf of its client Kotex. The firm selected 50 women who posted pictures of things that inspire them — a foodie posting pictures about cooking, for example. Smoyz then hired an artist to paint objects related to those interests in the new Kotex design. The items and a box of Kotex were sent to the Pinterest users as a gift.

According to the campaign clip above, the promo was a success because the women shared details with their followers about the gift they received, resulting in more than 2,000 impressions.

Adrants says the promo is an example of what will surely be a marketing trend — using the “interest graph.” We wondered if the campaign broke too far from the Kotex product.

Read more

Women at NBCU Tallies the Top in Brand Buzz

Women at NBCU, NBCUniversal’s initiative for marketers looking to reach the ladies, has taken a look back at the past year in its Brand Power Index (BPI) and tallied up the top brands and campaigns.

Read more