Can tampons be cool?

Advertising deconstructed.
Jan. 15 2007 7:14 AM

Can Tampons Be Cool?

Playtex gives feminine care a sporty makeover.

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Grade: B+. Elkinton says the target demographic for Playtex Sport is ages 13 to 24. It's important to reach younger tampon buyers because their brand preferences can lock in early and never change. Also, according to this abstract of a report on the feminine care industry, the market trends clearly favor pitching to teens. Baby Boomers are pushing the population bulge toward menopause, and birth-control users will increasingly opt for pills that suppress menstruation to a large extent. (For historical context, and some great vintage tampon ads, check out the online Museum of Menstruation and Women's Health.)