A few years ago, Evax launched a campaign in Spain in which a woman dressed in red served as the epicenter of the different advertisements. The woman in red crossed with other women to whom she announced with a smile that it was her menstruation. The “hello, I’m your period” she used as a cover letter became a popular culture icon and the ads a milestone. They were not viral because at that time there were no virals as we now know (the campaign is from 2001), but they did have an outstanding reception. Evax had also achieved an unexpected milestone. He had put the color red in an ad for feminine hygiene products.It is not a written rule and there is no formalized prohibition anywhere, but advertisements for tampons, pads and similar products have prevented the use of the color red decade after decade.

In general, the ads have focused Mexico Phone Number List on creating metaphorical messages and pseudo-poetic atmospheres that speak of cleanliness, freshness and comfort (the mythical “what clouds smell like”) but that do not realistically address the product they are talking about. or what it is intended for. In advertisements for menstrual products as well, the blood has always been blue.In general, as recalled in Bustle few years ago, this has been linked to the general taboos regarding the rule (which has been seen as something “dirty”) but also the advertising tradition. Advertisements for products linked to the rule began the 20th century selling “discretion” and on television they were filled with metaphors and allusions.

The blue liquid appeared in the 90s, to show the absorption capacities of the products.Blue was seen as a clinical, scientific color and also associated with the idea of ​​cleanliness (and not with anything that can be remotely associated with bodily fluids, whatever they may be). The first to use it were advertisers in the US, who also did not want to use reddish tones because they did not want their ads to be stopped by the country’s anti-obscenity laws (which regulate what can or cannot be broadcast on television).From there, the blue liquid jumped around the world and became a cliché of an advertisement that was not realistic and that was generally criticized by its target audience for being nerdy.

The pioneering ad with red liquid The first blow of change appeared in 2017. In the years of advertising for female empowerment and feminism as a mainstream element, it was clear that feminine hygiene products could not continue to use the same codes of the past.A British advertisement, from the Bodyform company, showed the color red in its advertisements and used the slogan “normal blood”, “normal blood”. The ad closed by stating that “the rule is normal, showing it should be too.” It went viral . It was shared en masse on social networks, made headlines in media around the world and was mentioned in essays, analyzes and texts of the most diverse.

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