These wholesome looking partygoers are brought to us by Kotex. The ad appeared in the September 1952 edition of McCalls magazine as part of Kotex’s “Are You In The Know?” campaign. The brand and its advertising would change significantly as the decade progressed. This posting shows Kotex’s various ad campaigns through 1964.
Of course, Kotex or a competing brand was a necessity for most readers of mid-century women’s magazines. If we assume that brand loyalty was a goal, what better way to establish trust than by giving the reader advice?
The ad continued with additional “that time of the month” advice.
This ad was also from 1952.
Note the admiring men checking out the ultra-feminine woman in this ad.
Later in the decade, this ad appeared in the January 1956 edition of Good Housekeeping. Here the focus is fashion and family. The ad even told the reader why the dress was flattering and where to buy it.
As was the case with other brands, things changed at the end of the century. The new look showed modern women independent from men. I have several Kotex ads from my collection from the late fifties and early sixties. Husbands, boyfriends, and admiring men were no longer portrayed. Instead, the vibe is independent, cool and confident.
Note the changes in logo and packaging through the years.