Men and sanitary products – a no go zone

Do ads for feminine hygiene products featuring idiotic men really work?

I was asking myself this question as I was watching the soon-to-be launched TV ad for SCA Hygiene’s Libra Invisible pads.   

My initial thought was: Why? What do men have to do with what sanitary product women use during that time of the month?

And what stupid man would stick a pad on his face and all over his body and pretend he’s a ninja warrior?

Now, this is nothing new in Libra’s advertising. Some may recall an ad a couple of years ago for Libra tampons where a guy goes into a supermarket to buy a box of tampons for his partner. He decides on the size and type of tampon to buy based on the size of his erm, package.

Then there was another ad featuring a guy (who incidentally and totally unrelated is Alex O’Loughlin, the lead actor in US Vampire drama Moonlight) using his girlfriend’s tampons as a toy for their kitten.

To be fair, this latest effort for Libra Invisible pads is not one of the worst ads I’ve seen in recent times.

My gripe has got nothing to do with the execution. I’m just more perplexed at how the brand and its agency Clemenger landed on this particular strategy.

It surely isn’t just to raise a laugh in order to boost brand awareness – Libra is already the market leader in the pad category with over 50 per cent share, and second in tampons with around 28 per cent share, according to industry figures. So are these ads more skewed towards driving even more sales?

Hey, if there is evidence that the ads have progressively helped SCA grow its share over the years, then clearly I’m in the minority. But could someone at SCA Hygiene shed some light on this and please explain?

Camille Alarcon


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