The Mooncup, a reinvention of a centuries old concept by entrepreneur Su Hardy, is a smart eco-friendly alternative to tampons. Made from medical grade silicone, without bleaches, dyes or pesticides, the reusable menstrual cup leaves no fibers behind like other sanitary products.
The first sanitary protection manufacturer in the world to be awarded Ethical Business status, Mooncup Ltd. is guided by people and environmentally-friendly business practices.
But what is equally as smart as the product design is the advertising poster campaign and website promoting the Mooncup, created by St. Lukes in conjunction with the company.
The Advertising
Posters with euphemisms for lady bits began appearing around the London Underground signed off with a url that read loveyourvagina.com.
above photo courtesy of Uplift Magazine
The five advertising posters:
The Website
Equally blind and compelling, the posters lead you to a website where you can not only get information about the Mooncup, but as is smart engaging behavior these days, invites the audience to add their own vaginal moniker to the many other hilarious ones posted by others.
Above are just a few of the submitted nicknames from their site. You've got your expected ones -- coochie, va jay jay, beaver, muff, etc. and some very unexpected ones. Some that may make you cringe and some that will make you crack up... my personal favorite being "The Downtown Entertainment and Dining District." You can visit loveyourvagina.com and add your own nickname.
Kath Clements, Campaign Manager for Mooncup, says: “We hope the ads will get women thinking, smiling and talking about their vaginas. We’re up for women feeling good on the inside too!”
Clearly, this humorous approach is getting some serious attention. With lots of blogs, women's sites and magazines, such as Marie Claire, writing about the campaign... the relatively unknown product is reaching larger audience than it otherwise would have. Mooncup Ltd also has a facebook fan page and a twitter account, intelligently using social media to further promote the product.
Mooncup was launched by Brighton entrepreneur Su Hardy in 2002 and is now stocked in Boots, as well as independent health food stores and through the mooncup.co.uk website.
all images and information courtesy of Mooncup, Ltd.