Periods Blood Ain’t Blue: First SanitaryPad Ad to Feature Red


The Ad world has always put the creative best to feature and present a brand and it’s product range. Seems, that wasn’t enough and for the first time, Ad agencies have decided to show reality ever.

Bodyform, one of the sanitary napkin brands from UK has made headlines as the first brand to make a TV advert featuring ‘blood’ on a sanitary pad rather than the traditional blue liquid.


As per the news and the PRess Release from the brand, the ad demonstrates the pad’s absorbency by having someone pour a vial of ‘blood’ – actually made from corn syrup and red food colouring – onto a pad, replacing the usual blue liquid used in adverts for sanitary products. It is a 20 sec video that has already gone viral on YouTube. The video also shows blood running down a woman’s leg as she showers, a man buying sanitary pads in a shop and woman in a sanitary pad costume at a fancy dress party. It ends with the tagline-

“Periods are normal. Showing them should be too.”

Also this strong Tweet that the brand flashed on it’s social media…

“Contrary to popular belief, women don’t bleed blue liquid, they bleed blood. Periods are normal. Showing them should be too. #bloodnormal”


Although, the ad has already created controversy and women are divided with some saying it’s about bloody time, whilst others are seeing red at the idea. Look what the brand has to say,” “We know that the ‘period taboo’ is damaging. “We want to change this by challenging the taboo and ultimately removing the stigma, making it even easier for anyone to talk about periods, now and in the future.”” Bodyform’s Traci Baxter.

Whether it’s still a long way for the Indian consumer for a concept like this, there’s hope at least for some normalcy and a hope for open discussions and realistic approach..