Thursday, August 8, 2013

Feminine Hygiene Products Gone Wild


For as long as I can remember, marketing for feminine hygiene products has been pretty dull and unmemorable, not to mention the fact that it all seems to be the same.  But just when you thought that it was impossible to bring creativity to the category, two clever marketers have proven that nothing could be further from the truth.

First up was Bodyform, a UK maxipad maker.  It started with a Facebook rant by a Brit accusing the company of false advertising.  Richard Neill pointed out that the happy women portrayed in the company’s ads bore little resemblance to the possessed little girl from The Exorcist that his girlfriend becomes each month.  The company decided to respond with a humorous YouTube video apologizing for their use of metaphorical imagery and falsehoods in their advertising. 

I’m still not sure if Richard and his letter were real, but the exchange was hilarious.  And while I don’t have a handle on how sales have responded, the effort did win a gold Cyber Lion at Cannes this year and my class said they would be willing to give the product a try.

Here’s a link to an article that includes both the letter and the video.  (Nudd, 2012)

And here’s just the video.



Next up is was Hello Flo with its introductory video “The Camp Gyno.”  It’s beyond funny.  And I have to admit it brings back many memories of my camp days.  And no, I was not the camp gyno – but I remember her well.  Posted on July 28th, as of today the spot has over 5 million views.  We’ll have to wait and see if sales follow. 

In the meantime, if you haven’t seen the video you can check it out now.



And once you finish laughing you can ask yourself, why don’t the big guys do ads like these?



Nudd, T.  (2012, October 16)  See Maxipad Maker Bodyform’s Brilliant Reply to a Man’s  Facebook Rant.  adweek.com.  Retrieved June 26, 2013 from http://www.adweek.com/adfreak/maxipad-brand-goes-blood-brilliant-reply-facebook-rant-144500



Dobrow, L. (2013, August 1)  “The Camp Gyno” Brilliantly Introduces Hello Flo Brand To Women.  mediapost.com.  Retrieved August 1, 2013, from http://www.mediapost.com/publications/article/205918/the-camp-gyno-brilliantly-introduces-hello-flo-b.html#axzz2bPNkoFTz

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