Dear Kate is an underwear company that I first heard about this morning. The company’s founder is a former chemical engineer named Julie Sygiel who felt betrayed by her leaky underwear—yes, Dear Kate was created to make better period panties. The company is run by four women, and their website is full of words like “technology” “revolutionary” and “real women.” I arrived at said website because my friend sent me Dear Kate’s latest ad campaign and it really rubbed me the wrong way. All of my mixed feelings about using feminism in advertising—a trend that has rapidly gathered steam over the last few months—came to a head. This was BAD. I hated it. It pissed me off.