UK sanitary napkin firm Bodyform has responded to customers’ demands for more honest advertising, reportedly becoming the first brand ever to use a red liquid to show the absorbency of its products over the traditional, (apparently) non-offensive, blue.
The ad follows research by Bodyform’s parent company, Essity, that found 90 per cent of woman still attempt to hide their periods, primarily due to societal norms and how it is dealt with by media and advertising generally. While a further 74 per cent of its customers agreed they wanted more honest advertising from the company.
The 20-second ‘Blood Normal’ campaign is the work of creative agency AMV BBDO and comes with a cool, grainy and trippy aesthetic.
The creative will run across YouTube, Facebook, Instagram, digital and Snapchat in the UK, as well asthe Netherlands and in some Nordic regions.
Commenting on the ad, Essity’s global marketing and communications director, Tanja Grubner. said: “As a leader in feminine hygiene, we want to challenge the stigma around periods. We believe that like any other taboo, the more people see it, the more normal the subject becomes.
“We want to lead the way with a campaign that tackles the taboo head on by positively showing periods in action in everyday life truthfully and honestly – because we feel it’s the right thing to do for society,” she said.