Niche Advertising/Audience Targeting


New Playtex Ad: Too Funny or Too Far?

July 9, 2018 Victoria Pallien

In their most recent ad, Playtex pokes fun at competitor brands that seem to offer extraordinary products with extraordinary features. While others offer wondrous additions, Playtex recommends keeping tampons simple.

The Playtex ad, featuring actor D’Arcy Carden, points out technological advances, aka unnecessary features, like “cycle friends” networks and auto-eject options, that come with the new, fictional tampon called Xtra. The Xtra box even doubles as a steaming kit. “It’s extra, like me,” Carden says, putting it into perspective.

The message of the 60-second Playtex TV spot is that no one is demanding crazy features for their tampons. For the most part, women want their tampons to be one thing: tampons. Playtex Simply Gentle Glide is “simply what you need, without the extra.”

Reactions from women in our office:

“That’s brave... The face she makes during the auto-eject function seems about right.”

“That was a lot. Definitely extra. A bit concerning. I’m glad it was a joke.”

“Is this real? Oh my god, that’s hilarious.”

“It’s definitely provocative and gets your attention. It kept me interested until the end!”

At the end of the day, brands need to produce campaigns that engage and resonate with their target audiences. From Playtex to Playdoh, going bold can work to capture and keep an audience’s attention.

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About the Author

Victoria Pallien

Victoria Pallien is a Marketing Communications Writer at Digital Media Solutions (DMS), the fastest-growing independent digital performance marketing company. DMS helps its clients accelerate growth by deploying diversified and data-driven customer acquisition solutions that deliver scalable, sustainable and measurable marketing results. DMS performance marketing solutions connect the right consumers with the right offers at the right time to achieve the marketing objectives of our clients. DMS is continually innovating to provide new and emerging media and technology solutions that minimize waste and maximize results across the most competitive industries. Since its inception, DMS has demonstrated incredible year-over-year growth which has earned recognition on the Inc. 5000 list in 2014, 2015, 2016, 2017 and 2018.

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