ob Tampons Selling an Environmental Approach to Your Period
Last night, I saw a commercial for ob tampons that, to me, was clearly suggesting through both words and imagery that the ob product is more environmentally friendly than other popular tampon brands. Indeed, they have a “mighty. small.” campaign going that emphasizes the lack of an applicator and so less waste for disposal.
One section of the campaign website includes tips for greener living, which assume a target audience of adult women with disposable income by including tips for wrapping your water heater in an insulating blanket, taking a reusable water bottle to the gym instead of buying bottled, and online bill paying. They’re even holding a contest for adult U.S. women in which the grand prize is a Toyota Prius.
To be clear, I’m not endorsing ob, although I think it’s something to watch for a mainstream tampon maker to be specifically addressing environmental issues. Seventh Generation and Natracare have been doing this for years, and more explicitly, although those might have been considered to have a more “fringe” audience. The campaign does seem a bit like something we’ve seen a million times before – urban white women with money buy their environmental street cred, ignoring young women and other audiences. The menstruation focus, though, is something I haven’t seen before on television and outside of the companies mentioned above for the already aware.
Of course, an even more environmentally friendly option for women would be products such as reusable cloth pads, the Keeper or Diva Cup, but smarter choices can be made in tampon-land. This may be the first time in my lifetime that I’ve seen menstrual products sold on television with a “green” message, and it will be interesting to see if it causes some women to start thinking more about the amount of lifetime waste associated with menstrual products.