Here Kitty Kitty Kitty..

Consumerism and product branding is all the rage nowadays. Hardly a day passes by that a new and unexpected product gets slapped with a familiar face to encourage people to buy that particular product.

The Hello Kitty phenomenon is one such example. Created in Japan in the 1970's, the image of the cute female white Japanese bobtail cat has since found itself slapped onto anything.

Quoting from Wikipedia:

"Although mainly aimed at the pre-adolescent female market, the Hello Kitty product range goes all the way from purses, stickers and pen sets to toasters, televisions, clothing, massagers, and computer equipment. It has a cult-like following among adults as well, especially in Asia, where Hello Kitty adorns cars, purses, jewelry and many other high-end consumer products. ... Examples of products depicting the character include dolls, stickers, greeting cards, clothes, accessories, school supplies, dishes and home appliances."


The branding fever has arrived in Malta quite some time ago but new and creative ideas on how to use the popular figure still astound me every day. The first one is the recent announcement by Banif Bank Malta of the newly release Hello Kitty VISA cards. I do have to ask, What was wrong with the standard coloured VISA card ? It's hardly a fashion item that you'll be showing to the world around you; Also, as long as it allows you to pay quickly an efficiently, do you really care which cat there's on it ? I guess I hoped that the people who were actually old enough to use a VISA, would actually have gotten over such a childhood fancy.

Your money quick and easy - Now with 20% more cuteness!

If using your VISA card as a fashion statement wasn't bewildering enough, I came across a different type of showing off - One that shouldn't. That's right, Hello Kitty Sanitary towels and panty liners are here. 

Just a sample package, to entice your hello kitty fetish center

If the VISA card branding was useless, this definitely takes the cake. How liable are you to show off your Hello Kitty pantyliner while you're wearing one ? Even more to the point, who would want to see it ? I don't claim to be a professional in the matter, but from all the adverts that have been shoved in my face during my 23 years of television viewing, I have always gotten the impression that women on their period wanted to have a solution that would minimize, if not eliminate any inconvenience related to their menstrual cycle. Adverts frequently emphasize on how comfortable, invisible and for how long you can wear them without anyone knowing. Damn, I've seem commercials that tell women they can go to a BBQ, roller blading or mountain climbing thanks to the peace of mind offered by their brand of hygiene products. 

In conclusion - I don't get it, I don't understand it and frankly I don't want to know if you do. I fear too much the sight of a Hello Kitty, covered in blood and looking like the latest scene from CSI. 

ULTRA THIN RELIABILITY