No matter what names we give menstruation, Aunt Flo, Time of the Month, Crimson Wave, The Rag, Period, it still sucks and tends to make others (ahem, men) uncomfortable. So, when I saw “The Camp Gyno” viral video promoting the Hello Flo Starter Kit, I couldn’t help but laugh at the boldness of the campaign. Not only does this video remove all stigmas attached to menstruation, but it makes it look cool and desirable for young girls!
The video shows a young, unpopular girl getting her period at camp for the first time- and her subsequent rise up the social ranks as she explains the monthly visits to her clueless peers. She shows them the ins and outs of menstruation, provides tampons and gives tough love to girls moaning about cramps. At the end of the video, she is put out of business by the Hello Flo Starter Kit that prepares young girls for their first period. Each kit includes:
- A handful of light and regular Tampax Pearl tampons
- Enough Always pads and liners to get her through her first cycle
- Get Ready Guide for Parents
- Get Ready Guide for Girls
- A cute canvas pouch for taking supplies on the go
- A Do-it-yourself Feby Kit
- Surprise Gifts and Goodies
Kotex definitely got the ball rolling on the whole “embrace your body” trend two years ago after making fun of previous ad campaigns. While the new approach was definitely interesting, I didn’t switch brands. I appreciated the concept, but it just didn’t hit home for me.
The creators of the starter kit and subsequent viral video, however, are geniuses. If ever an age bracket were susceptible to merchandise, tweens are it! Looking back, I know that I would have BEGGED my mom for this kit. If not for the candy, then I would’ve definitely wanted it for the simple reason of receiving a package in the mail. Hell, if this were marketed for 20-somethings I’d buy it. Why? Because I absolutely love the premise and am very curious to see what the “surprise gifts and goodies” mentioned above might entail. So, the next time you are marketing a product geared towards a “don’t ask, don’t tell” problem, try to make it funny like the Hello Flo Starter Kit folks did!