When dealing with the marketing of feminine hygiene products, sometimes a gentle touch is better. Because let’s face it. Feminine hygiene can be a sensitive and private topic for some women. And a failed marketing tactic like the Summer’s Eve viral campaign is just that: failed. This commercial for Always Infinity is marketing a product from the brand — one that “…..pulls its own disappearing act? It’s no illusion. It’s Always Infinity. The unbelievably soft and flexible pad made with an incredible material that absorbs four times more than you may need*. It’s so amazing, it makes fluid seem to POOF! disappear. Just like Magic” (Always 2012).
With 3 models dressed in soothing, pastel colors in a minimalist room, the tone for the commercial is light and carefree. And this is helpful when discussing certain subjects. Throw some women in there with gorgeous hair (Hey Curly Girl!) and you just may have a winner.
Source: Always (2012). Always Products. http://www.always.com/infinity/always_infinity.jsp#/home