Bodyform advert replaces blue liquid with red 'blood'
- Published
Bodyform has become the first brand in the UK to feature sanitary pads stained with red liquid, rather than blue, in its adverts.
Parent company Essity said it wanted to confront taboos surrounding periods.
The firm says research, external found 74% of people wanted to see more honest representation in adverts.
Bodyform's video campaign, external, #bloodnormal, shows a woman in the shower with blood running down her thigh and a man buying sanitary towels.
It follows a 2016 advert where sportswomen were shown muddy and bloodied, external while doing activities like bike riding, boxing and running.
With the slogan "no blood should hold us back", it featured a sanitary towel on a TV advert for the first time.
Sanitary brands and adverts have traditionally opted to use blue liquid in order to represent how much moisture their pads can hold.
The new campaign has been mostly well received.
Allow Twitter content?
This article contains content provided by Twitter. We ask for your permission before anything is loaded, as they may be using cookies and other technologies. You may want to read Twitter’s cookie policy, external and privacy policy, external before accepting. To view this content choose ‘accept and continue’.
Allow Twitter content?
This article contains content provided by Twitter. We ask for your permission before anything is loaded, as they may be using cookies and other technologies. You may want to read Twitter’s cookie policy, external and privacy policy, external before accepting. To view this content choose ‘accept and continue’.
Essity, the company which makes Bodyform, said it wanted to "challenge the stigma around periods".
Tanja Grubna said: "We believe that like any other taboo, the more people see it, the more normal the subject becomes."
- Published13 October 2017
- Published26 September 2017
- Published11 August 2016