This is what Kotex asked themselves when creating their new marketing campaign.

Kotex is a brand of feminine hygiene products that has been around for almost 90 years and is thus recognized by many of its targeted consumers. Traditionally, advertisements for feminine care products feature women in white doing yoga, twirling, or dancing along the beach. You’ll always see happy, playful, sporty women. This, of course, is unrealistic and isn’t what most females can relate to.

With U by Kotex, Kimberly-Clark uses a different strategy by mocking their previously evasive ads. In the popular “Reality Check” commercial, a young woman opens with, “How do I feel about my period? I love it.” Using straight-forward language and satire to drop the euphemisms, the campaign delivers real information women can actually use. By acknowledging the fact that their audience knows they are being advertised to and are therefore aware and intelligent, Kotex encourages consumers to purchase U since Kotex is being more honest about their products. Also, U comes in brightly redesigned packages, allowing it to stand out on shelevs. Its tagline BREAK THE CYCLE* reminds ladies that their period is natural and nothing to be embarrassed about.

Alyssa mentioned that, as a business, it’s more important to be personal than commercial in order to build valuable connections with consumers. Kotex does just that with their highly interactive website that allows girls to share stories, ask questions and get advice from health experts, moms, and peers. In addition, girls can also design tins and pads online to express how they think period products should look in an effort to Ban the Bland.