Marketer's Brief: Playtex's newest tampon ad is SNL-worthy

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Welcome to the latest edition of Marketer's Brief, a quick take on marketing news, moves and trends from Ad Age's reporters and editors. Send tips/suggestions to [email protected]

Eggo is changing its famous tagline, a women's razor brand actually highlights body hair, and there's a new most-loved brand according to social analytics platform NetBase. Read about those topics and more in this week's edition of Marketer's Brief. Let's get things started with a decidedly not-your-mama's commercial from Playtex.

In quite possibly the funniest tampon ad ever created, Edgewell Personal Care's Playtex unreservedly mocks all of its upstart and green-tampon competitors by launching the imaginary Xtra sub-brand.

The 60-second video features comedian D'Arcy Carden talking about the must-haves in her tampons, including a Chilean-alpaca-fleece core, activated charcoal, probiotics to restore "delicate flora," wireless connectivity and an app that allows her to "find my cycle friends." The app also activates Xtra's unique "auto eject" feature. The underlying message in the campaign from Edelman is that Playtex Simply Gentle Glide has none of those things, yet provides "simply what you need, without all the extra."

Women's razor brand Billie celebrates women's body hair

Here's something else you don't see often, a women's razor brand that celebrates women's body hair. Billie, a brand launched around the contention that women pay a "pink tax" on razors by paying more than men do for similar products, has a new campaign to pay homage to the stuff razors remove – female body hair in all its glory. "Project Body Hair" means to reflect Billie's belief that women aren't "goddesses" for shaving and should only shave when they want to, plus the idea that they shouldn't pay more for a razor just because it has a pink handle.


Instagram unseated owner Facebook as the most-loved brand, according to NetBase's Top Loved Global Brands Report, which ranks brands based on which ones generate the strongest emotions and passion on social media. Instagram and YouTube topped the list in their first year in the ranking. Facebook fell to third place, still kind of high considering its negative buzz of late. Nikon, at #16, moved up 46 spots to #16, the biggest change of any brand. McDonald's (#18) edged out Starbucks (#20) to be the top food and beverage name, while BMW (#23) was just ahead of Mercedes (#24).

Here's the full top 10:

  1. Instagram
  2. YouTube
  3. Facebook
  4. Amazon
  5. Google
  6. Apple
  7. Disney
  8. Snapchat
  9. Spotify
  10. Netflix

As for the most-loved person on YouTube, that's apparently Ed Sheeran, whom NetBase says was mentioned on YouTube more than any other person.

Eggo learns to share

After decades of telling people to "L'Eggo My Eggo," the waffle brand is embracing the idea of sharing. A new campaign includes the tagline "L'Eggo Your Eggo," suggesting Eggo's Thick & Fluffy Belgium-Style Waffles, including a new Double Chocolatey flavor and others that have been updated, are too good not to share. The campaign from Leo Burnett includes three commercials set to run on YouTube and TV, as well as digital display and social media.

That's so meta

Storage and organization mecca The Container Store is reorganizing itself with a new store makeover. The company, which recently tapped Preacher as its first creative agency of record, is maximizing its brick-and-mortar space with more tech elements where consumers can upload photos of their "organizational challenges," according to a release. Called the "Next Generation Store," the remodel is first rolling out to the brand's Dallas flagship and will serve as a test-and-learn hub.

Nacho Fries are back, back again

Credit: Taco Bell

Taco Bell's Nacho Fries, a hit from January through March, will be back for another limited-time run starting July 12. Taco Bell touts the return with a "Demolition Man"-themed campaign in honor of the movie's 25th anniversary (spoiler alert: it showcased 2032, predicting a future where "all restaurants are Taco Bell"). Taco Bell says it's building the movie's version of one of its restaurants outside of San Diego Comic-Con in July. First, fans get a few days to watch the movie for free via FandangoNow. There's also a sequel coming in the chain's "Web of Fries" campaign later this summer.

Would you buy this?

Credit: Trolli

Trolli is celebrating James Harden's MVP honor with a "most valuable candy." Three pairs of the giant gummi shoes are being sold on Amazon, at $2,677 per pair, pegged to the number of points he scored in the latest season. Proceeds go to Harden's 3 The Harden Way foundation. Amazon will also sell Trolli's much smaller (and cheaper) Harden-inspired Sour Brite Sneaks candy, which first went on sale at 7-Eleven in March.

Number of the week

189 - The amount, in dollars, it costs to eat like Kate Upton by ordering an Urban Remedy package with special proteins and workout shots "curated for and by" Upton herself.

Tweet of week

Comings and goings

Organic and natural goods marketer Hain Celestial Group Inc. is searching for a new president/CEO as Founder, President and CEO Irwin Simon becomes non-executive chairman.

Christopher Maggio is going down under as PR manager for the Americas at Tourism Australia. He was most recently an associate VP on the travel team at Quinn PR.

Contributing: Jessica Wohl, Jack Neff, Adrianne Pasquarelli and E.J. Schultz

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