Marketing Coolness in Female Products

Every night I watch the Sex and the City re-runs on TBS and I have noticed a pattern when it comes to the commercials that are presented during the breaks. I can't help but notice all the condom, birth control and tampons commercials that are presented every single time. One thing that came to my mind when watching these is the marketing of "coolness". I'm going to focus mainly on two commercials that are frequently shown on these re-run blocks: the YAZ birth control commercial and the commercial for Tampax (my apologies to Trevor and Jordan, i know this topic is not easy for boys). The YAZ birth control commercial is featured in a party mainly composed of modelesque, gorgeous, young women encouraging one another to get on this pill. The scene presented on the commercial is an example of how companies are marketing to the cool, hip generation. Instead of appealing to the responsible aspect of getting on the pill they are marketing how cool and hip young women every where are using it, so other women would want to use it. The lady in the commercial explains how the pill has helped get over menstrual pains and whatnot so the message delivered is that not only is taking this pill ''cool'' because all young, independent girls are doing it, but also that it will not interrupt your regular ''coolness'' as you will still be able to attend to parties as the one seen in the commercial.

The Tampax commercial features a young woman that receives her monthly gift from a personified ''mother nature'' (which we all obviously know what it is). the marketing of cool can be seen in this commercial because all of the characters are young women that are in ''hip'' situations (on vacation, in a boat, on the beach, etc..) and makes the appeal that your ''monthly gift from mother nature'' does not have to get in the way of your ''coolness''. When ''mother nature'' tries to stop your routine there's always Tampax that will not let this happen.

Also, the fact that both of these commercials are aired during a broadcast of Sex and the City is influential. Sex and the City is one of the most popular shows among young women, if not the most popular. Many young women aspire to have lifestyles similar to that of the characters of this series and consider all aspects of their lives "cool". Any product that associates itself with this show is seen as a ''cool'' product by young women. Just the fact that these companies choose to promote their product in this show is a reflection of how they are trying to market their products as ''cool''.

YAZ commercial:
http://www.youtube.com/watch?v=0-gsezOlZfg

Tampax commercial:
http://www.youtube.com/watch?v=d9WcMFt-BGU&feature=pyv&ad=4132573805&kw=tampax%20mother%20nature%20commercial&gclid=CPC32f6mn50CFYZM5QodnBT57w