The menstrual cup is now getting a $12 million ad campaign on the West Coast, where it's been available widely since last August.
Instead, also available at Walgreens Co. and Target Stores in the rest of the country, is being touted as "the first real advance in feminine protection in over 60 years."
INFOMERCIALS AND PRINT ADS
The marketing campaign includes infomercials, print ads and spot TV, all of which encourage consumers to contact the company for further information. Bozell Worldwide, New York, handles.
While Instead has developed a sizable following even outside of the West Coast, mostly through word of mouth, Ultrafem Senior VP-Marketing and Sales Tonya Hinch said the company lacks the resources to go national with the product now.
She said a $50 million ad campaign is being planned for the national launch two years from now.
DAVID VS. GOLIATH
"We are the David vs. the Goliath, biting off the country one bit at a time," she said.
The infomercial features testimonials from women who have used the product.
Ms. Hinch said the company is using its current advertising to explain what the product does since it is competing with more traditional forms of feminine protection, such as tampons.