TOM Organic strips advertising back to basics
Australian brand TOM Organic recently unveiled a strikingly bold campaign to promote its range of organic tampons.
Street posters featuring an image of a naked woman with the tagline “100% organic cotton. Nothing else” have shot up around major Australian cities in recent weeks.
The posters have been rolled out in 128 high traffic sites in Melbourne, Sydney and Brisbane, along with two mega sites at Richmond, Melbourne and outside Sydney Airport.
Aimee Marks, founder of TOM Organic, told Inside FMCG the campaign is about highlighting the natural goodness of the product and prompting women to ask questions about what’s in their tampons.
“Visual storytelling has always been really important to us,” Marks said. “It’s stripping a woman’s body back to its skin, its bare necessity, just as we do with our product.”
“It’s about being mindful of what you put in your body. We have gone to the ends of the earth to ensure that only good is going inside your body when you use our product.”
Earlier this year, the brand ran another striking campaign featuring a woman breastfeeding to promote its eco-friendly nappy range, Tooshies by TOM. Marks is eager to break the taboos surrounding periods and breastfeeding with these campaigns and by educating the community of people that interact with the brand.
“That’s just something that is on our list of goals, to break down those uncomfortable conversations,” she said.
“It’s all about new life and being empowered around what a period actually means, it’s not a dirty, uncomfortable thing, it’s a very normal, beautiful thing that happens to a healthy woman’s body.”
The poster campaign is complemented by national digital advertising across Instagram, Facebook and search and runs until December 22.
TOM Organic launched in 2009 after Marks discovered the harmful chemicals traditional tampons contain. Since that time, tampon companies are now required to disclose ingredients.
The tampon range is stocked in Coles, Woolworths, Chemist Warehouse, independent stores, online and available through a subscription service.
Read the full interview with Aimee Marks in the upcoming January issue of Inside FMCG magazine.