u-by-kotex: two steps forward one step back

Yes, I know this blog is about …. tampons … but all the skeeved out boys will have to get over it.

I have been loving the new U-By-Kotex commercials. I think they do a great job speaking to women and on behalf of women. I’ve even heard of guys laughing at these hilarious parodies of traditional tampon commercials.

However, U-By-Kotex is currently experiencing some brand confusion. Confused? Let me explain.

First you need to see a commercial. Here you go:

I really loved these commercials and thought that Kotex had hit the nail on the head when it came to appealing to this brand’s target audience: 18-30 year-old women (give or take). I was ready to give mad props until I saw… the packaging… it’s so bad I can’t even begin to explain,

I see the thought process, can envision the group of men sitting around the table saying “girls like colors!” the other men around the table nod and pat each other on the back and the girls just sit there shaking their heads. My question is… why didn’t they speak up? The commercials are targeted towards women in their 20s, yet the product has been branded for a 13 year-old still in love with Edward Cullen and secretly hoping her Hogwarts letter is in the mail. The black and bright screams punk rock and high school and makes me much less inclined to buy the product. Was there no focus group? No Questionaire? Did the females on staff just stay silent? What happened here?

Am I alone on this one? I feel as though U-By-Kotex took two steps forward for the commercial. One step back for the packaging. What are your thoughts?

Never-the-less, if you want to try a free sample (I totally did) just visit the Kotex website, they’ll send you some in then mail.

No related posts.