Ladies of the world: Do you ever stop and think about how your tampons are made? Online tampon delivery brand Lola has and its spreading the word about its products—made from 100 percent organic cotton—to women of New York with its first big non-digital advertising campaign.
Lola worked in partnership with creative agency The Working Assembly to bring the project to life.
For its very first subway campaign, Lola will run ads for four weeks on 570 cars. The ads, which are pretty simple and clean, aim to highlight the need for transparency from feminine care brands.
“A big part of what we are doing with all of our marketing is really to drive conversation,” Alex Friedman, a Lola co-founder, said. “We have talked to a lot of consumers about their feminine care purchasing behaviors and while we found that many women are buying the same products month after month, it’s usually out of complacency rather than brand loyalty.”
Lola founders Alex Friedman and Jordana Kier launched the business in 2015 and have since seen enormous success. When the duo was getting the brand off the ground they relied mostly on digital advertising and word of mouth to spread the word about their product. The founders held focus groups and, “talked to hundreds of women about their feminine care habits and told them about Lola. We were able to activate these women as brand ambassadors and launched a referral program,” Friedman added.
To date, Lola has raised $11.2 million and has attracted investors like Lena Dunham, Allison Williams and Karlie Kloss.
Now the goal is to start a larger conversation among women and raise awareness around the fact that most brands don’t disclose the ingredients used to make their products.
Added Friedman: “We think all women deserve better and that’s why we’ve created this business and why we’re super excited about sharing that thinking more broadly with this campaign.”