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Creative Water Cooler Creative

It's about bloody time: Pantone introduces 'Period' red to get people talking


By Imogen Watson, Senior reporter

October 1, 2020 | 3 min read

You may not be anywhere near the office water cooler right now, but we still want to spotlight the most talked about creative from the brands that should be on your radar. Today, we’re talking about Pantone's new bloody colour, created to get the world talking about menstruation.

Pantone introduces 'Period' to get people talking about menstruation

Pantone introduces 'Period' to get people talking about menstruation

A brand with a kaleidoscopic vision, the Pantone Colour Institute has been peering beyond the pixels since 1987 to define the way we see colour. Of its spectrum of 2,625 colours presented so far, we've had 'Love Symbol #2', a purple ode to the late pop icon Prince, a serene 'Rose Quartz' to reflect connection and wellness, and a revitalising 'Greenery' to symbolise new beginnings.

So it was about bloody time that the world was introduced to 'Period'. Described as an "original shade of red that represents a steady flow", the colour was created with the intention of smashing taboos about the time of the month.

Made in partnership with Intimina, a Swedish feminine products brand, the colour launch is part of a wider Seen+Heard campaign that aims to empower and encourage people to talk in detail about menstruation, regardless of their gender.

Nobel Hygiene - period

Pantone joins a host of brands using their influence to destigmatise periods. Earlier this year, Nobel Hygiene, one of India’s largest manufacturers of personal hygiene care products released a campaign for Menstrual Hygiene Day 2020 that tackled the taboos that remain around periods and menstrual hygiene in the country.

And, an iconoclast at breaking taboos, back in July, Bodyform once again struck the right chord when it comes to approaching the subject of periods and a woman's cycle in a way that is empowering and free from shame. Created by Abbott Mead Vickers BBDO, the 'Viva La Vulva' follow-up #WombStories painted a relatable picture of the ins and outs of menstruation and its all-encompassing control of women's bodies.

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