Kotex uses realistic-looking red fluid in new ads, ditching the antiseptic-blue liquid that major brands usually deploy to represent menstrual blood
Kimberly-Clark’s approach to marketing its U by Kotex products on social media and streaming TV comes as more companies look to tap into a movement to end the squeamishness and stigma around womens’ health and grooming needs, from body hair to bladder leaks and menopause, that have been standard in such marketing for decades.
While some startups have used red liquid in feminine-care ads, and market leader Procter & Gamble Co. used a pink fluid in Facebook ads for its Always maxi pads this month, Kotex appears to be the first major, established brand to show blood-red fluid on its products in marketing. Always has showed a blood-like substance on a girl’s sock in a social media post that highlighted the brand’s donations of period products to girls unable to afford them.
“It’s unbelievable how some brands are still using blue liquid to represent period blood...it’s 2020,” one commenter wrote Wednesday in response to one of the Kotex ads on Instagram.
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