Dr Mumbo

A gush of blood to the head

Oon Shu An takes the gush test

Oon Shu An takes the gush test

Copywriters tend to tread carefully when writing about products of a sensitive nature. Like sanitary pads.

Although this sensitivity seems to have escaped writers for Kotex, who a few weeks ago managed to demean the men, women and cats of China with two 30-second ads.

Now Kotex’s scribes have taken to the brand’s Singapore Facebook page with the artful subtlety of a butcher’s cleaver.

The post to promote Kotex’s Luxe pad begins:

Don’t all the SUDDEN GUSHES during our periods feel like the Niagara Falls pouring through?

The Niagara Falls? Gushes? Could this have written by the intern?

The poetry continues…

Now the all-new & improved KOTEX LUXE pad is designed to absorb all these sudden gushes in an instant. It has 3X Faster absorption than Singapore’s #1 Ultrathin brand. Still in disbelief? Then you have to check this out.

Facebook fans are then treated to a video featuring actress Oon Shu An sort of taking the Pepsi challenge with sanitary pads, pitting Kotex against Singapore’s number-one selling pad (Tampax?), with specially imported fake blood from the US.

Keep going Kotex, you are clearly on some sort of roll.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing