Since going live last week, the new Bodyform ad 'Blood' has been hugely popular. And for good reason. Its message is simple, clear and concise - periods should never limit women. It also resonates with women all over the world, empowering them and highlighting an issue that its products speak to—the frustrations of being active on your period.
This campaign makes Bodyform stand out in an industry that often glosses over the squeamish blood related truths of 'that time of the month'. It is about time other brands look to do to the same, creating campaigns that don't sugar coat the truth. By facing the realities, appealing to something that actually rings true with the consumer, and using a thought-provoking hook, brands are a lot more likely to win campaign glory.
Bodyform has taken a leaf out of the ‘This Girl Can’ book for its latest campaign that aims to break the taboos around the menstrual cycle and exercise. From scraped knees from running, to raw toes from ballet, the ad shows women taking part in a number of different sporting activities and overcoming various bloody obstacles, ending with the tagline ‘No blood should hold us back’. Created by AMV BBDO, the ad fits into Bodyform’s wider ‘Red.Fit’ push which hopes to motivate women both physically and mentally with an online hub providing access to exercise videos, nutritional information and motivational podcasts. http://www.thedrum.com/news/2016/06/01/ad-day-bodyform-looks-tackle-last-taboo-women-sport