mental indigestion

Launch Pad! August 22, 2010

Filed under: Inspiration,plugs,Whee! — mel @ 8:22 am
Tags: ,

Out of the blue, I received an invitation to attend a Kotex WOW Blogger’s Party. I decided to attend this despite antisocial tendencies because of a long-held fascination with how sanitary products are marketed (butterflies, tight white pants, ice-skating, blue strips etc.) and also because I’ve never been for a mass blogger event before and I need to experience that at least once in my life, right?

I arrived at Heaven’s Loft, did a quick scan of the place and realised that most of the attendees there were probably a good decade or more younger than me. However, the event organisers managed to distract me from my inherent lao-ness by ushering me to the cupcake booth where I got to decorate my own cupcake, whee!

Later, I sat with this very friendly 15-year-old (hello Muffinie), a savvy blogger who oriented me to the lowdown of such blogger events. Despite the fact that she is half my age, she had a very streetwise, mature vibe about her and I will definitely look into her advice on blog advertising. I also spoke to Verlyn, a makeup blogger and Muffine’s friend Cherry, another sweet young thing who asked me in a very concerned fashion if I’d come alone for this event. I even bumped into a former student who is a celebrity blogger (and managed to snag a marketing job through that, good for her!) and she gave me her “approval” for having returned to the “real working world” and being able to attend frilly events like this.

There were lots of girly things to do: besides the usual tea buffet, there was a photo booth and photos were printed for you instantly (another random girl asked if I wanted to take pictures with she and her friend, bless their thoughtful souls but I declined), a Ben & Jerry’s ice-cream counter and even some group craft activity where we were split into groups to decorate the WOW launch banner.

The more official name for these WOW pads incidentally is KOTEX LUXE Ultrathin Design Pads. Initially, I had come fully braced for fluorescent-coloured napkins given its colourful theme but their branding and packaging is a lot slicker than that and I have to admit I’m pretty impressed. The pads are still predominantly white, but come with subtle, intricately-designed motifs (akin to laptop skins) split into two themes: Girl-Next-Door and Indie Chic (see below for one of their designs).

I had a quick chat with one of the Kotex staff and asked her if these were actually just meant for teens. She told me that they are actually meant for a woman of any age and their focus group findings had revealed that most females, regardless of age group, were cheered up by such pads. Besides, since its invention since 1888, pads have always remained white – time for an image revamp, huh?

At the end, there was of course THE GOODIE BAG (the highlight of any Singaporean’s life) and I must say it’s the most curious bag of items I’ve seen. There was a Lookbook – a spiral-bound booklet with samples of each designer pad so I can show my friends and they can touch and feel the pads. There was also this really funky mug that turned from black to floral when you poured hot water into it (maybe I will use it for my featured tea next) and of course plenty of sanitary products samples (including tampons wrapped in an assortment of fluroscent colours) and a pretty flowery notebook. There were also all these fantastic social media promotions where there were chances to win iPads, Kate Spade Bags and tcc vouchers (if you are very gian to join you can find out more here).

What an entertaining afternoon! And I realise I love studying/observing marketing case studies (as opposed to executing them)  – Kotex has my vote for going all out in coming up with something truly innovative and tugging the right strings with the right target audience!


5 Responses to “Launch Pad!”

  1. enette Says:

    hey mel! lovely to see you getting on in the blogging world! 🙂 those pads sure are pretty but but i can’t help thinking i don’t want anymore ink on my pads than i do in my food. and are they any more expensive than regular ones? probably not of sustainable material either huh? i am such an oldie!

  2. melch Says:

    @enette: i guess that’s why there wasn’t a pad design for tree hugging chick 😉 Incidentally sanitary pdts are super not environmentally friendly and the way to go is to use mooncups :p

  3. enette Says:

    yea, i know, I’ve looked into it but I’m afraid I’m not progressive enough! :s

  4. Verlyn Says:

    hey melch, nice meeting you at the party (: it was definitely a one-of-a-kind experience !

  5. melch Says:

    @verlyn: hello – hey you can sing! enoying your podcasts 🙂

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