The Daily Scoop: ‘Tampon Tax’ takes center stage with clever branding and tax-back plan

A handful of menstrual product brands announced Wednesday that they have joined forces to create The Tampon Tax Back Coalition, CNN reported.

In 21 states, customers pay a sales tax on menstruation-related products. Advocates have said that period-related products should not be taxed, per CNN.

The group will reimburse customers for what they call an “unjust tax” on period-related products including menstrual cups and tampons.

The partnered brands include Saalt, Here We Flo, DIVA, The Honey Pot, Lola, Rael, August and Cora.

“The end goal Is that we take down the tampon tax. When I started this work, the tampon tax was in 40 states and now it’s in 21,” Nadya Okamoto, August co-founder and coalition leader, told CNN. “It’s not outside the realm of reality for us to expect that the tax in remaining 21 states to come down.”

Shoppers who purchase coalition brand products online, or in stores, can send a picture of their receipt within 24 hours of purchase to receive the sales tax back, CNN reported.

Troy Moore, chief of external affairs at the National Diaper Bank Network, said that the sales tax “disproportionately impacts families in poverty,” CNN reported.

Tax Foundation Senior Policy Analyst Katherine Loughead told CNN that the tampon tax is simply a sales tax, not a special tax on period-related products and it’s “kind of a misnomer.”

It may be a misnomer, but it’s a clever bit of PR messaging for sure.

Why it matters:

The coalition of brands is raising awareness in an attention-grabbing way by standing up for a cause that impacts their customers and could boost their bottom line.

“Really what we are trying to say is that (period products) should fall into the category of medical necessities,” Okamoto told CNN.

This group creatively shared their viewpoint on the tampon tax issue, which these brands know is also a big deal to their target audience who can’t always afford menstrual products.

This coalition’s announcement, which garnered quite a bit of press, will draw attention to their mission and back to their brands.

Stakeholders will undoubtedly view these brands as generous and may opt to buy from these brands over industry giants who are not part of the coalition. This marketing act helps create even more brand awareness and brand loyalty, which inspires consumers to want to shop with these companies again for tax-back benefits.

These brands know how to resonate with their audiences and make their messaging stick with easy-to-remember terms like “tampon tax.” Gotta love alliteration.

Find creative avenues to garner press for your brand to bring in new audiences who are united by your cause.

Editor’s Top Picks:

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• A fake AI audio of former President Barack Obama is swirling around on the internet. The Obama soundalike is heard discussing a conspiracy theory suggesting foul play surrounding his former chef. Stay on high alert for any AI deepfakes pretending to represent your brand. Continue to practice social listening for these kinds of threats and be ready with responses.
• The holidays are not the time to be a Scrooge, but shoppers are scaling back on their spending this year, according to Morning Consult. About one-third of shoppers plan to spend much less this year on their total holiday purchases; just 20% think that they will spend more. “Plans to participate in major promotional events like Black Friday are also similar to 2022, so to be successful in pulling back their spending, shoppers will have to buy fewer or less expensive items this year,” Morning Consult reported. Use Black Friday as an opportunity to promote your brand and amplify your messaging and any deals you have for consumers this holiday season.

Sherri Kolade is a writer at PR Daily. When she is not with her family, she enjoys watching old films, reading and building an authentically curated life. This includes, more than occasionally, finding something deliciously fried. Follow her on LinkedIn. Have a great PR story idea? Email her at sherrik@ragan.com.