Ultrafem bows in west

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Ultrafem, New York, this week begins its rollout on the West Coast of Instead, a feminine protection product that boasts 12-hour wear time and is in the form of a menstrual cup. Print ads from Bozell Worldwide, New York, will run in October regional issues of women's magazines and in the Sept. 2 issue of People. Direct mail pieces offering free samples, online advertising and a 30-minute "edu-mercial" premiering on cable Sept. 16 are also part of the campaign. Ultrafem expects to spend $25 million during the launch year and $90 million in total marketing efforts during the first two years..

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