Cottons eliminates the taboo in new ‘It’s Only Natural’ campaign via Mango Communications

Australian owned feminine hygiene brand Cottons has today launched its new campaign via Mango Communications, aimed at highlighting its natural credentials and eliminating the taboo for young women talking about periods.

The “It’s Only Natural” video campaign features YouTube star Jess Bauer and discusses the funny, embarrassing and sometimes heartwarming moments that come with having a period, encouraging young women to share their own stories and get more comfortable with talking about their periods.

The brand’s focus on 100% natural cotton tampons and other sanitary products gave it a unique market positioning as many brands are created with wholly synthetic fabrics.

WATCH THE FILM

Says Richard Arbon, sales and marketing director, Cottons: “We wanted to highlight to young women that Cottons is a natural alternative to the synthetic brands out there, while keeping with our lighthearted and fun tone of voice.

“Mango developed a fun and engaging content series that really talks to our audience to help bring ‘natural’ to mind for young women who may not consider the alternative of what they’re putting in their bodies.”

Says Amanda Sheat, social and PR account director, Mango: “The campaign came from the insight that every woman has a funny, or even cringe-worthy, period story, but there is still a ‘behind closed doors’ mentality around periods. From secret tampon hand-offs at school or in the office to that moment when you’re caught out in public, we wanted to bring the taboo to the surface and encourage women to feel empowered in their choices.”

The campaign will be supported with PR around Bauer and the products, as well as ongoing supporting social media content. The first campaign video launches today with two more being released on social channels over the coming weeks.

Cottons also supports ‘Share the Dignity’ a charity that takes donations of sanitary products to help support homeless women and women in domestic violence shelters and ensure they have the products they need each month.

Client: Cottons

Production: Spilt Milk