Menstruation has spawned a rich cultural current of euphemism and metaphor (even local versions, such as Cincinnati's "The Reds are in town."). But none has been so enduring, or perhaps endearing, as "Aunt Flo," who may from now on be forever associated with Kimberly-Clark Corp. and its U by Kotex and Poise brands.
HelloFlo is launching a 2-minute video, branded heavily with U by Kotex and Poise, tracing the travels of a fictional embodiment of Aunt Flo. She's greeted alternately with great relief, premature excitement, predictable dread and even sadness amid her final visit, where she leaves behind products for light-bladder leakage and sisterly advice.
The video kicks off a year-long multi-faceted marketing campaign that also includes customized feminine-care boxes for girls starting menstruation or new moms. The program "allows us to reach even more consumers in a real and relate-able way leveraging the fantastic work HelloFlo is known for," said Melissa Dennis, senior brand manager for U by Kotex. While selling the kits via HelloFlo is a nice plus, "This is definitely more about bringing our brands to a wider audience," Ms. Dennis said. "We really love partnering with a brand that understands the brands as well as we do."
Connecting Poise with U by Kotex in a creative campaign is a first for K-C, but a move that "makes a lot of sense in the context of the story," Ms. Dennis said.
HelloFlo, which SheKnows Media agreed to acquire earlier this month, previously incorporated Procter & Gamble Co.'s Always into a video about another anthropomorphized monthly visitor, The Period Fairy. But this is HelloFlo's most comprehensive brand collaboration yet.