Feminine product commercials using red liquid now?

Been noticing more and more ads for feminine products (Always infinity foam pads on television, Flex disc/cup ads online, various tampon ads, etc) using red liquid in their ads.

My take: People wanted to stop the shame or embarrassment associated with periods and that's great, normalize it because it's something a great many women go through (I say many because I knew a few gals who never got a period and were infertile so didn't want to generalize). HOWEVER toilet paper commercials, diaper commercials, probiotic and digestive aid commercials, and others still use blue because let's face it - nobody *wants* to see brown or yellow and I'm pretty sure of that. So as far as a general population is concerned, why should one excrement be different than another in that sense? Let's be honest, periods are pretty gross too, so why show red liquid?