BINI: Modess taps P-pop girl group to target Gen Z
Modess said it chose BINI because it consists of multi-faceted girls whom a lot of Gen Z girls look up to.
Fans of the eight-member P-pop girl group BINI will be happy to know that their idols are the newest Modess ambassadors. Dubbed as the "Nation's Girl Group" in the Philippines, BINI is not only starring in the new Modess Long commercial, but will also co-create more content with the brand.
"In the coming months, Modess and BINI will be having a series of TikTok challenges and on-ground events, which we will be posting on all of our social media pages. So stay tuned," Johnson & Johnson Consumer Health Philippines Brand Manager for Modess Alexandra Burgos told Digital Life Asia.
BINI and Gen Z
Asked why Modess chose BINI, Burgos replied: "Apart from being the biggest P-pop girl group in the Philippines, BINI consists of multi-faceted girls whom a lot of Gen Z girls look up to. We believe that we will be able to inspire girls to choose the right long pad for their period days, especially now that they are going out again. Likewise, BINI embodies the confidence that we want teen girls to possess so they can continue to pursue their passions, even on their period days."
BINI members Aiah, Sheena, Maloi, Colet, Stacey, Gwen, Mikha, and Jhoanna are just as ecstatic to become part of the Modess family.
"We're really looking forward to being more open about our period journey with our fans. In a way, we hope that we can encourage our fans to choose the perfect long pad, especially now that we are all starting to go out more. We want to inspire them that they can be confident to move more with Modess Long even when they have their period," said Aiah in a press statement.
BINI officially debuted on June 11, 2011 with their single "Born to Win". But even before that, they had already gone viral with the pre-debut single "Da Coconut Nut" on Nov 20, 2020.
"BINI, short for binibini, embodies who the modern Filipina is—courageous, informed, goal-driven, passionate, and all too ready to level up their game. The growing BINI fandom, called Bloom, got their first taste of the collective talent of Aiah, Colet, Maloi, Gwen, Stacey, Mikha, Jhoanna, and Sheena with the release of their pre-debut cover of 'Da Coconut Nut' released in November last year. And while the song showcased BINI's more playful, softer side, more dynamism and explosive personality is coming our way this month with BINI's official debut."
Removing the stigma
Burgos said the partnership with BINI is part of the brand's commitment to addressing the needs of consumers.
"As the market leader in the sanitary napkins category, Modess has a duty to not just make our products the best and accessible in the market, but also to ensure that we are attuned to the needs of the new generation of consumers – Gen Z. We came to know BINI because they are the biggest P-pop girl group in the country and we felt that they are the perfect fit to become the new face of Modess," she said.
Asked whether there is still some stigma about openly discussing periods in the Philippines, Burgos replied: "There's still work to be done in terms of educating the public on menstrual health and hygiene in the Philippines, which is why at Modess, we encourage girls to talk about their period without any judgment, including what happens and how they feel, and show that despite the challenges that come with period days, girls can still achieve a lot. At the same time, choosing the best long pad for them will help eliminate the worries and fears of leakage that can hinder their confidence."
Burgos said Modess taps digital content, including social media, to educate Gen Z consumers and keep them engaged.
"Modess makes it a point to be that approachable, reliable, and go-to friend especially when it comes to the topic of periods. We believe that this is something that should be openly talked about since having a period is a normal part of every girl's life. In the same way, we live in an age where social media users and creators are open about the products that they use," she said.
So, BINI and Modess? It's a match made in Gen Z heaven!