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Brand Story Award: HelloFlo

How can you not love a company with a homepage that promises a Special Delivery for your va-jay-jay?

Especially when it comes with a video like this bad boy to the left.

That’s some serious funny to anyone who has ever been a teenage girl.

Or been around one.

Disrupting the red aisle:

It was the last bastion. Feminine hygiene ads. Clearly the last safe haven for older male ad executives.

I mean how else to explain generations of white clad women, gynecological pink packaging and blue liquids poured on pads other than the fact that women had no voice in them?

Seriously. What were they thinking?

HelloFlo to the rescue

This video works because it tells a very real story and takes it to operatic heights. Which is kind of what every day feels like when you’re on your period.

It works because it has fun with what was a taboo subject.

This video works because it’s true to the brand.

Why we love it:

  • it has gone boldly where no brand has gone before
  • it refuses to talk in hushed, euphemistic or embarrassing tones about something that is core to the function of 1/2 the population
  • this brand knows how to have a good time
  • it goes toe to toe with mansplaining and wins
  • it has a clearly stated purpose to help women from their first period to their last, and provides a range of help, advice and products
  • in one year, through clever ads and storytelling, it’s practically a house hold name among its core demographic. Alas, old white men in the ad game, not so much

I heart this brand so much, from its double-entendre filled copy to its blog which rounds up issues that are or should be of interest to women, like the appalling treatment of women in tech.

HelloFlo. You’re some kind of awesome.

Susan McLennan

Susan McLennan

Founder at ReImaginePR
Susan McLennan helps brands become better storytellers both through the media and through direct and digital communications. She is an award-winning communicator with a background in television production who has secured media coverage through some of the top media outlets in the world and created content that has won hearts and changed minds locally, nationally and internationally.
Susan McLennan

@SusanMcLennan