The Drum Awards Festival - Official Deadline

-d -h -min -sec

Author

By Minda Smiley, Reporter

April 12, 2016 | 2 min read

Last month, SheKnows Media announced its plans to acquire HelloFlo, an e-commerce and content hub that sells feminine care packages and features funny videos like ‘Camp Gyno.’

Now, Kimberly-Clarke feminine care brands U by Kotex and Poise have announced that they’ll be pairing up with HelloFlo for a yearlong “multi-faceted marketing effort.”

To kick off the partnership, HelloFlo has rolled out a video called ‘A Visit From Aunt Flo.’ In the video, the popular euphemism for getting one's period, ‘Aunt Flo,’ is personified as a woman clad in a bright red suit and hat that spends her days making visits to all sorts of women.

Some are happier than others to see her. While a young woman and her boyfriend are relieved when they see Aunt Flo walk through the door, a frustrated preteen becomes upset when she finds out that Aunt Flo has in fact arrived to visit her sister, not her.

Of course, Kimberly-Clarke’s products are sprinkled throughout the video. The preteen has a stash of U by Kotex products sitting in her nightstand in preparation for her first period, and at the end of the video, Aunt Flo hands a package of Poise to a woman going through menopause, stating that they “will help with the sneezy pee.”

Jay Gottlieb, president of adult & feminine care at Kimberly-Clarke, said of the partnership: “For nearly 100 years, the U by Kotex and Poise brands have remained committed to continually advancing innovation in, as well as the way people think about, talk about and experience the feminine care and light bladder leakage categories. We’re happy to be working with a partner like HelloFlo that shares our commitment.”

HelloFlo

More from HelloFlo

View all