Trippy Sanitary Napkin Spot Shows ‘Blood’ After 74% Voted For More Realistic Ads

Trippy Sanitary Napkin Spot Shows ‘Blood’ After 74% Voted For More Realistic Ads

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.




Please login with linkedin to comment

Bodyform

Latest News

Albo Responds To Meta: “Not the Australian way”
  • Media

Albo Responds To Meta: “Not the Australian way”

Australian Prime Minister Anthony Albanese said Meta’s decision to stop paying for Australian news is “not the Australian way” and that he is “very concerned” about the announcement. Meta today confirmed it will walk away from funding Aussie journalism once the current content deals expire in what is a significant blow to Australia’s largest publishers. […]

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News
  • Media
  • Technology

Media Outlets Respond To Meta’s Decision To Stop Funding Australian News

The Australian media industry has responded to Meta’s decision to walk away from funding Aussie journalism once the current content deals expire. In a blow to local media outlets, Meta said it will not enter negotiations to extend deals to pay Australian media companies for the news that appears on its platforms. Michael Miller, News […]

FIVEAA Unveils Refreshed Brand Identity
  • Media

FIVEAA Unveils Refreshed Brand Identity

NOVA Entertainment has today announced the launch of a refreshed brand identity for FIVEAA, Adelaide’s premier commercial talkback station. The forward-looking brand refresh reflects FIVEAA’s new lineup and vision while paying homage to the station’s previous logo and rich heritage. Built upon the new tagline of Always Adelaide, the new direction celebrates the ‘AA’ branding […]

Fabulate Wins Big At AiMCO Awards
  • Marketing

Fabulate Wins Big At AiMCO Awards

Australian social and content marketing workflow platform Fabulate has won big at the industry’s annual AiMCO Awards, taking out the highly competitive Best Influencer Marketing Technology Service category. Lead image: Fabulate team at Aimco Awards The win saw the start up platform, which has a team of around 50, receive the industry recognition against competitor […]

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10
  • Media

Hubbl Is Here: Newest Transformative TV Tech On Sale March 10

Australia’s newest transformative TV technology, Hubbl, will be on sale from March 10 in Harvey Norman and JB Hi-Fi retail stores nationally and via Hubbl.com.au. Lead Image: Foxtel CEO Patrick Delany at Hubbl Launch. Also from March 10, Hubbl will unveil a national advertising campaign starring brand ambassadors Hamish Blake and Andy Lee. The multi-channel […]