Knix tells women to 'stop trashing their periods' in new OOH, digital ad

Dive Brief:

Femtech apparel company Knix launched a digital, social and out-of-home (OOH) campaign last week around period sustainability tied to the launch of its Super Leakproof Underwear, according to an announcement shared with Marketing Dive.
Knix customized a dumpster truck in New York with a banner encouraging women to "stop trashing their periods," calling attention to the 6 billion tampons that fill landfills every year, per Knix. The activation toured iconic landmarks around the city, including Times Square, Grand Central Terminal and the Brooklyn Bridge.
A national ad campaign will air across TV networks to introduce women to reusable menstrual products. The 30-second spot compares the nuances of a toxic relationship to life with tampons, encouraging viewers to "break up with disposables."

Dive Insight:

Debuting the same week as Women's Equality Day (Aug. 26), Knix's latest campaign is well-timed to boost brand awareness among environmentally conscious consumers.

The garbage truck activation is a clever spin on OOH advertising, which has seen a decline since the coronavirus pandemic pushed many brands to cut spending on the format as people hunkered down at home. A garbage truck directly connects to Knix's point of waste stemming from disposable feminine hygiene products, while a customized banner communicates the direct-to-consumer brand's message around period sustainability.

By tying the brand to an environmentally minded mission, Knix's latest campaign may appeal to women looking to purchase from companies that stand for something. Calls for public good are on the rise amid the coronavirus pandemic, pushing marketers across categories to pivot to more sustainability-minded strategies in order to remain top-of-mind as many consumers grow increasingly selective in how they spend their limited dollars.

Meanwhile, some marketers may still be hesitant to address taboo subjects like menstruation for fear of turning off consumers, though it's becoming increasingly common for newer, typically niche brands like Knix to take these risks via marketing. In March, the DTC brand celebrated International Women's Day with a campaign honoring women of all ages. The digital effort showcased women over the age of 50 embracing their bodies, which Knix argued is a demographic that's too often forgotten or ignored in media and advertising.