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Ditties: Dumb Name, Smart Tampon Marketing

Long overdue, Dittie LLC of Orinda, CA, has launched a line of feminine hygiene products that don't treat menstruation like an ailment, or as something to hide.

Founded by Barbara Carey, President, Dittie's products are stylish and, well, feminine. The Dittie Website features the Dittie Pledge to always pass one on to any woman in need, funny stories about tampons, and goofy Tampon Bowling, with tampons for pins. The site cries out for a blog and user forums, perhaps password protected to keep out mischief makers.

Says founder Carey in her message, "not one box of tampons, pads or pantiliners had an ounce of style! Where was the fun? The feminine flair? And why did I feel like I was in a hospital? The products all looked like medicine, which made me feel ill. And I wasn't�I just had my period."

The company's $1 million launch includes an extensive sampling program in schools, doctor's offices and boutiques, as well as ads in the girls' bathrooms, school newspapers and hallways. There is also a junior marketing program, in which girls can be part of street teams or buzz squads.

Categories: Ad targeting, Advertising Campaigns, Alternative Marketing, Business Communications, Case Studies, Cross Media, E-Commerce, Fun, Internet PR, Marketing Strategy, Multi-Media Advertising, New Products, Promotions, Public Relations, Up and Comers

BL Ochman | May 18 04 7:22 | TrackBack (0)

Comments

They do have a blog, actually. I just went onto the site to see if I could email them to pitch myself as the blog writer when I discovered the Dittie Diaries. It's a fake-diary of a real teenager or twentysomething who uses the product.

Posted by: kristen at November 5, 2004 4:52 PM

I just re-visited the site -- which I first wrote about in April -- and they do NOT have a blog.

Posted by: B.L. Ochman at November 6, 2004 12:02 PM

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About BL Ochman

Blogger, social media strategy consultant to Fortune 500 companies, and sought-after corporate speaker B.L. Ochman heads the creative team of whatsnextonline.com. She also publishes the Ethics Crisis blog for SRF Global Translations

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