Wow, now boys have also become the target of the sanitary napkin brand precision capture.
If you want to ask them what they can do when they buy sanitary napkins, please see the fancy interpretation given by the Gaojiesi advertisement
Use a sanitary napkin as an eye mask.
It can be used as a foot pad in winter.
The water was sprinkled and used as a rag.
This is a sanitary napkin advertisement posted by Gao Jiesi on the short video platform.
Originally, the main consumer group of sanitary napkins was girls, but this advertisement was used as a selling point for boys' needs throughout the whole process, and the real demands of girls were not considered at all.
Even if you want to use a man as the protagonist, the focus should also be on introducing the comfort and breathability of this product, rather than doing something that is not.
No wonder some people say that this brand is "charming".
You know, there are still many women in this world who use bulk sanitary napkins, and many women have lost many opportunities because of "menstrual poverty".
Cousins later stepped forward in response.
It is said that this is released by the agency itself without the knowledge of the brand, and it will do a good job of communication content management in the future.
Saying that it is contrary to their own brand values.
Secondly, in the past few days, Gao Jiesi has been burst out of the tampon and grown bugs.
Once again, Cousins apologized.
Does the Great Ga know? Last year marked the centenary of the birth of sanitary napkins.
Sanitary napkin advertisements have also "ridden the wind and waves" in this hundred years.
Therefore, I will be surprised by the number of other advertising routes that Gao Jiesi is now looking at.
A hygienic napkin advertisement that rides the waves
The earliest sanitary napkin advertisements appeared in the 1870s.
At that time, the sanitary napkin was not what it is today, it was a reusable padding.
By 1986, Johnson & Johnson launched a sanitary napkin called the "Liszt towel" and began to run advertisements, but it was very obscure.
Speaking of which, Gao Jiesi was also the first brand to promote sanitary napkin advertising.
During World War I, nurses discovered a bandage with a high water absorption rate, which was used by nurses for temporary sanitary napkins due to a shortage of supplies.
The U.S. paper giant Kimberly-Clark received a recommendation from a nurse, and the first batch of trial sanitary napkins was produced.
It was also Gao Jiesi who released the first sanitary napkin advertisement.
At that time, when it came to sanitary napkins, everyone still had a "shameful" attitude.
Until the 1880s, sanitary napkin advertisements were very secretive.
In order not to embarrass women, in 1922, Gao Jiesi also made a self-service vending machine.
Pile sanitary napkins on the table next to boxes with coins and let the women buy them on their own to avoid talking to the clerks.
In order to change everyone's attitude towards sanitary napkins, Gao Jiesi began to spend efforts to popularize menstrual knowledge.
For example, Gorges published a book called "Marjorie May's 12th Birthday."
Popularize some menstrual period knowledge in it and help girls survive the panic of menstruation.
Cousins is ready to advertise in the Housewife Magazine, which has a large group of women.
At that time, the CEO of the magazine felt ashamed, and as a result, Gao Jiesi pulled the female secretary next to the CEO to do an on-site investigation.
Unexpectedly, after the female secretary read the advertisement, she raised her hands in support.
"Great, women should all read this ad."
△ In 1921, it was published in the "Housewife Magazine" advertisement for Gao Jiesi sanitary napkins
In 1946, Cousins also collaborated with Disney to launch an educational animation "The Story of Menstruation".
Unlike Disney's usual fairy tale style, this animation is full of health and physiological knowledge dry goods to help children better understand their bodies.
One of the products that competed with Cousins at the same time was called Moderex.
However, the sanitary napkins that are really closer to what we use now are still pushed out by Jiaoshuang in the 70s.
However, "menstrual shame" still exists.
Talk about sanitary napkins and discoloration?
One of the phenomena is that the public feels that menstruation is a "problem", so advertisements often avoid the pain that menstruating women will have, but instead pretend to be enjoying it.
They advertise surfing, skiing, dancing, and beauty.
△ Tampax early 20th century advertising
So much so that many men think that menstruation is a very happy thing
In the '90s, Tampax's advertising slogan was "Did you use a tampon or a virgin?" ”
It can be seen that at that time, everyone's concept of menstruation was still very conservative.
The history of Sanitary Napkins in China is actually only more than 40 years.
Before the 1980s, most of the menstrual products used by Chinese women were menstrual belts and sanitary rolls.
△ Menstrual belt advertisement in the Republic of China period
In fact, Gao Jiesi came to China as early as 1928, and also appeared in magazines, but sanitary napkins were too expensive.
The first real sanitary napkin advertisement in China was the O.B sanitary napkin advertisement in 1985.
In the advertisement, a girl happily swings on a swing with the slogan "Bring me comfort and confidence".
From today's point of view, the ad was conservative, but at the time it was a bombshell.
According to Ren Xiaoqing, who created this advertisement, "such an advertisement is undoubtedly the category of 'yellow gambling and drugs'. “
So much so that I had to find Japanese models to shoot.
However, after the advertisement went live, women who bought sanitary napkins lined up outside the counter.
Secondly, the big guys watch the male protagonist in the Indian movie "Indian Partner", and it is unreasonable to sell sanitary napkins everywhere and be turned away.
In fact, our country has also experienced this period.
At that time, the big producer of sanitary napkins was also a man, his name was Xu Lianjie.
In the 1980s, he insisted on producing sanitary napkins despite the discouragement of others, that is, the brand "Comfort".
But at that time, it was also ashamed to do this, and he often brought salesmen to the door to sell, and then ate all kinds of closed doors.
The subtext of the big guys is that we need sanitary napkins, but you're so blatant... We're embarrassed.
After all, in this era, there are still people who buy sanitary napkins and are embarrassed to pack black plastic bags, let alone more than 30 years ago.
Later he thought of a new trick, buy advertising!
At that time, the popular Hong Kong drama "Eight Immortals Across the Sea" inserted a sanitary napkin advertisement, although it was a bit blunt, but the effect was surprisingly good.
△ Stills of the TV series "Eight Immortals Across the Sea"
However, the real popularity of sanitary napkin advertising in China was after 2000.
There are also many people who wonder why the liquid in the sanitary napkin advertisement is blue.
In the 1980s, television stations in the United States, Australia, New Zealand and other countries had stipulated that blood was not allowed in physiological products for the sake of "decency".
This law has been passed down to the present anyway.
The real breakthrough about the color of the liquid was the little red dot in the 2011 Hushubao advertisement.
In 2016, the British sanitary napkin brand Bodyform advertised a group of female athletes fighting in blood.
This advertisement is the first one that really dares to "see blood" on a large scale.
Women in different professions in the advertisement were injured and bleeding in sports, but they always struggled to challenge and never flinched.
The copy at the end of the ad is even more explosive: No blood should hold us back.
Some people feel disgusted and undignified, some people feel happy, and finally they stop hiding it.
After all, women in this world go through this natural process.
And "how society views menstruation is how it views women." ”
Remember, during the epidemic, when the female nurse mentioned her menstrual period in an interview, the three words were clipped out, causing a huge response.
There are still 40 million women in the world experiencing menstrual poverty.
In low- and middle-income countries, more than 50% of women also use homemade menstrual products.
In 2018, India canceled the 12% tariff on sanitary napkins because of the release of the "Indian Partner" movie.
In the United States, it was not until 2018 that some states eliminated sanitary napkin taxes.
Writing here, I feel that the evolution of sanitary napkins in the past hundred years is not the evolutionary history of women's status in the past hundred years.
Therefore, refuse to stigmatize the menstrual period of women.
It is not a fuss, but a defense of the basic rights and interests of some women.
Women are born with wings and do not need any concealment or definition.