Blood’s “Periods Aren’t Cute” campaign smashes menstruation taboos
Blood is normalising the messy, frustrating realities of menstruation.
Menstrual care brand, Blood is making waves in Southeast Asia with its bold new campaign, “Periods Aren’t Cute”, challenging outdated, sugar-coated portrayals of menstruation.
The first-of-its-kind initiative introduces the Blood Period Squad—Paddy, Crampy, Spotty, Moody, and Sleepy—who embody real period symptoms through song and video.
By highlighting the often-overlooked struggles of menstruation, Blood is normalising the messy, frustrating realities of menstruation.
Blood co-founder Tan Peck Ying emphasised that Blood’s consumers appreciate its unfiltered honesty.
“The cramps, the fatigue, the breakouts, the mood swings – we get it.
“Periods aren’t ‘cute,’ and we’re right there with you. Only when we normalise these symptoms can women feel unapologetic about them, and that’s exactly what we stand for,” she said.
With this campaign, Blood is breaking down stigma and redefining menstruation as something raw, real, and nothing to hide.
Unapologetic period care for a new generation
For decades, period care marketing has been dominated by sanitised messaging—blue liquid, discreet packaging, and hushed conversations. Blood is here to disrupt that narrative.
Founded in 2014 by husband-and-wife duo Peck Ying and Caleb Leow, the Singapore-born brand has made a name for itself with innovative, better-for-you solutions.
Blood’s game-changing products, including Menstruheat, a drug-free cramp relief patch, and its popular corn-based pads, liners, and panty pads, have revolutionised the period experience for millions across the region.
A music video that redefines period talk
Blood’s fearless approach has struck a chord with audiences, driving millions of impressions and igniting conversations about period health across social media.
With its signature battle-tested product demos, educational content, and unapologetic honesty, the brand has built a highly engaged community of period advocates. Now, “Periods Aren’t Cute” takes it a step further, putting real, raw, and relatable menstruation experiences in the spotlight.
Blood collaborates with VML Singapore and Piloto
Menstrual care brand Blood has teamed up with VML Singapore and Piloto to introduce the Blood Period Squad, an ultra-cute yet stigma-smashing crew representing the most common period symptoms. Crampy, Spotty, Moody, and Sleepy bring to life the struggles women face each month, led by Paddy, who embodies the brand’s mission to make periods seen, heard, and respected.
At the heart of the campaign is a high-energy music video featuring a catchy, attitude-packed song produced by Sixième Son. Each character takes centre stage with their own verse, humorously and honestly showcasing the realities of menstruation. The goal? To #DropTheCute and start having real conversations about periods.
A movement beyond marketing
The Periods Aren’t Cute campaign isn’t just a statement – it’s a movement.
The unapologetic Period Squad is taking over digital platforms and retail stores, pushing for a future where menstruation is no longer sugar-coated. By challenging outdated taboos, Blood is reshaping how both women and men in Southeast Asia talk about periods, one bold beat at a time.
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