Men and sanitary products – a no go zone

Generally speaking and being a girl myself, its an obvious fact to me that girls seek the approval of boys – especially at a young age. To shine such positive light (humor) on a topic we refuse to talk about (with boys) – due to the cringe factor associated with it – helps with brand image and also in hope of putting it out there to our male counterparts – hopefully make such a “taboo” subject – less “cringy”.

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I’ve always wondered about the strategy behind for ads for pads and tampons.When I’m at the supermarket, trying to buy a pack of pads or tampons, I feel absolutely bamboozled by the array of different products before me. Small-fit, super, no wings, extra absorbent, night pads anyone? Generally this excess choice means I just pick a brand I’m familiar with, or the pack with the best packaging, and be done with the whole nightmare. So it must really just come down to brand awareness.

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Definitely agree with the brand awareness factor as well…

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I’m not sure a different strategy would really work? Blue liquid? Technological, no leak advances?

Humour/empathy makes me pay attention to what I would class as a rather mundane, grudge purchase. The ‘super’ package ad still makes me laugh even though I would never send my partner out to buy my sanitary products. Ninja – not so much. The beaver one was also good – no stupid men in that one I don’t think? I’d say it’s straight up brand awareness so you recall instore.

My purchase decision is usually made instore – what do I need, what has worked for me in the past, is the packaging discreet and practical rather than the ‘bright colours’ that scream ‘I’m on my period’ (for this reason, I do not use Libra tampons). Once I find a product/s I’m happy with, I’m pretty loyal because I cannot be bothered spending ages thinking about it.

Also, just on Wilora’s comment re: male approval – I’m not sure about this. When you are making the all important decision about what to buy when you first start your period, I’d suggest you’re more likely to discuss it with your friends and your mum (with your friends probably having more influence than your mum). I would guess, generally speaking, that you stay with the same brand as long as the line continues to cater for your changing needs – mini, regular, super, night time, maternity etc etc – and that’s why it’s important to lock you in at a young age….

I’d be interested to know what kind of research there is on switching brands? I’ve bought maybe four different brands (Tampax, Whisper, Du Jour, Libra for pads) in my life ….do other people switch or are you loyal?

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how is this any less horrific than the U by Kotex Platinum launch last year with all the naked women claiming to use it because it offers a “touch of luxury” during that time of the month?

at least these ones are vaguely amusing.

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Where do I begin? I guess first of all Kristen I have to agree with you on two of your main points: 1) Brand Awareness and 2) It is important to lock in consumers at a young age (loyalty – tend to stick with a brand that works). All 2 of the 3 commercials are focusing on tampons – so for argument sake I’m going to rip pads out of the equation, plus I don’t use pads – so I can’t speak from experience.

Tampons in a sense all serve the same purpose – to plug. I have tried a variety of brands – due to my constant travels – I am forced to switch, as different countries don’t carry the same brands. But in the end a tampon is still a tampon – the only thing you need to work out is if u need mini, regular or super and that comes with age and trial. Therefore it seems to me that the final purchase decision a consumer makes comes down to – brand awareness and brand personification.

As a “young” female brand personification speaks with a much louder voice than product benefits. Also brand awareness plays a big part in the decision making process and as you say Kristen “humor” helps you pay attention, therefore breaking through clutter. I’m not suggesting that this is the only approach a company should take when coming up with their marketing strategy but it definitely helps.

To me these commercials are humorous but take a carefree, simple and light hearted approach. Just like the decision to buy a tampon should be – carefree, simple and light hearted. I think these commercials actually shine a positive light on such a “taboo” subject – changing perceptions in society. It makes period “a part of life” thing, rather than – it happens lets conceal it – here’s product benefits. Too much information can be overwhelming and scary, young girls don’t want to think about these things. By making the tampon “a part of life” thing it gives the brand a face and a personality – something both girls and boys can associate with.

To me these ads are about increasing comfort levels with the brand, the product and the subject itself. I think it’s a good thing. I don’t think it should be the only method of advertising used, but I do think it is beneficial in order to create a brand personality – which all brands (not just tampons) should endeavor to have.

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I am your average consumer and have nothing to do with marketing career-wise at the moment (although have worked in radio presenting and advertising many moons ago) and my husband and I have just watched the ad for the first time.

We thought it was hilarious! Both of us laughed and I nearly had tears in my eyes, prompting me to go online and find the manufacturer to tell them how good we thought it was, which now find me here.

Wilora, I think you are spot on and even after being married to my husband for the past 15 years (I am 33 and he is 38) he still won’t go to the supermarket to buy me sanitary products, but if ads like these can help change his mind I am all for it! (I know it is not the intent of the ad, to have men buy the product, but lifts the comfort level of them knowing that women have these things every month and it’s natural)

Bottom line, bloody funny ad and congrats to the makers 🙂

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Thanks for that “average consumer” viewpoint Melissa. How is St Leonards today?

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Thank god we’re allowed to try to be funny now.

Not so long ago when creating a TVC for FemHygine, a leading client wouldn’t allow dogs, red garments, men, humour … and a whole bunch of other stuff.

Oh, and the marketing director couldn’t even utter the word ‘period’. He was allowed to, he just couldn’t get the word out.

The category was quite surreal. It’s actually come a long way.

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Hi Jason,

Not sure what the St Leonards comment is about (maybe I am being blonde or something) but I work for a French Oil and Gas Company in Perth, Western Australia. If you would liek verification of my “averageness” please let me know – I’d be happy to oblige.

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Terribly lame

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When I originally saw that Alex O’Loughlin Libra spot, all I could imagine is that woman saying, “that’s not what I meant when I said they were for my pussy…” 🙂

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Well done Clems on getting all of your team off their clients work and on to this blog so they can defend what is lame, lame, lame.

Looks like a pitch is in the air after another stinker for Libra.

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I agree with wilora (in part) about brand awareness and shaking off old taboos. For me these ads work because they’re witty, creative and harmless. And they do what an ad is supposed to do–tell me what the product is and whose brand it is–but best of all, there’s no ridiculous blue liquid or furry animals in sight! (I mean, beavers? seriously? why buy into such a male-oriented image?).
More ads like this on telly and we’ll all be happy.

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Thank god we have moved from our obsession with wearing white in advertising while having our period at the beach!

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Women find buying sanitary products – pads or tampons – a bit of a pain and slightly embarrassing when they scream “i have my period” as noted by someone above. Fact.
But we have to do it, so we do.

So surely these ads are just aimed at breaking down some of the taboos for the guys sent out to buy their girlfriend’s tampons – they are less likely to scurry past ‘that aisle’ and claim to have never seen it? Perhaps?

Still find them quite annoying though.

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@Anonymous I’m just me…

Recent marketing/media/multimedia graduate, who’s owned an events/promo company for 3 years now, just got into AWARD school melbs/perth (chose perth), trying to keep up with the big bad advertising world – whilst remaining cynical and opinionated to keep my mind fresh. Side lines are for pussy’s (sorry couldnt help myself 😉 ). I find it helps me define, refine my thoughts and processes. Don’t believe me check my blog… 🙂

if U didnt get it… I have NOTHING to do with clems 🙂

p.s. commercial is good…. – brand awareness – subject matter/taboo + personification (in my limited opinion)
p.s.s. you sound upset… warm milk and cookies always make everything better for me – try it! 🙂

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And here we see another idiot male playing with fem hygine products. 1 who would do this? 2 Why is it such a taboo subject? Women have a period every month get over it. Why can’t there be an ad where the guy actually goes to the supermarket get her chocolate, ice cream and (insert hygine product name here) and show an understanding side that the girl might feel like shit and cramped. I always used to buy naprogesic and tampons for my ex then make her a hot water bottle, no big deal and the checkout chick knew they weren’t for me. This is neither funny, cleaver nor effective it adds to the stereotypical idiot male who doens’t understand his partner.

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Leave us idiot men alone Libra!

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I usually hate the ads they run for sanitary products – the Beaver one being the worse. But I saw the ad everyone here is talking about for the first time last night and laughed my arse off!!! It reminded me of when we were a lot younger and used to make things to play with out of house hold bits and pieces. I also liked the tampon ad that had the guy throwing them out for the cat to chase while the girl was wondering where they had all gone. Who cares if they use a male in the ad? It is meant to catch the viewers attention in a short gap in between the show you are watching, not to mention in between the flicking of the remote control to avoid the ads. Is it going to make me rush out and buy them? Well no, but hey, it will give me a giggle every time I see it, and with the monthly Aunty Flo being nothing but a pain in the backside it is nice to see a funny side to it all.
Oh, and Jason’s comment to Melissa re St Leonards – maybe you should put one of those pads over your mouth to stop you dribbing crap!!

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My husband came home from work today and when we saw the ad on tv tonight laughed again and informed me that the group of 16 grown professional men he was on a training course with today were standing around pretending to be the bloke in the ad deflecting laser beams with the pads (minus the pads of course!)….personally, I reckon it’s working.

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They are definitely pointless, any teenage girl would cringe at having to watch any tampon/pad ad on TV, especially if amongst the company of other family members including brothers, fathers etc. And any older female made her choice up years ago & it was more than likely on packaging & comfort.

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As a man, I’ll have to think twice about running a late night shopping errand for the Libra invisibles or similar now – I’d prefer not being (falsely) accused of picking up some “ninja accessories” (because I’m such an idiot male, why else would I be buying them?).

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I’m sorry but every time I watch it I think it’s hilarious…I love it!
I’d even consider buying them so the strategy must be working.

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I’ve seen these ads and don’t have a strong opinion either way. But having said that I didn’t remember the brand until I read this piece, so I guess it didn’t really work for me.

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I find the hypocrisy appalling. If an ad showed “stupid” women not understanding how to do something manly, it would be front page news. Women fought for equality for so long. And now they’re perfectly happy to accept advertising that stereotypes men as idiots. We don’t need to belittle men to sell a women’s product. Just as we don’t need to belittle women to sell a men’s product. I, for one, am sick of it.

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It may be stupid but this ad is memorable. There’s another one on air where the girl is rushing around trying to organise a dinner party and things are not going her way but ‘at least she can rely on her pad.’ I have no idea what brand it’s for. Enough said.

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Quite possibly the worst possible ad on television right now. Humour? No. Representing males as stupid twats? Yes. I can’t imagine a single guy who I know, be it family, friends, colleagues – who would be bored enough to stick sanitary pads on their body to pretend to be a superhero!!!

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I’m a girl and I couldn’t agree more with Disgruntled Man and WhatHappenedToCreativity.
I HATE this ad. I think it’s stupid, emasculating, irrelevant and cringe-worthy. It definitely discourages me from buying this product.
Having said that, I work with people who think it’s really funny.
It reminds me of the ad for another product where the guy is sitting on the girls bed looking at her pad and asks her what it is. I don’t know a single male alive over the age of 14 who wouldn’t know what the hell a pad/tampon was.
Is it really necessary to include men in advertising this type of product?
What I would really like to see is an ad asking the Govt. why we still pay a GST on sanitary products – hardly a luxury item.

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I did have to ask (and I am glad someone else did!); what the hell is the point of those ads?! Not even funny, and with sanitary products the price they are, if my boyfriend used them as “accessories”, I’d have conniptions. No evidence of “truth in advertising” in that campaign!!!

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8,000 fans think this ad rocks! Go Libra 🙂

http://www.facebook.com/#!/pag.....554?ref=nf

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I usually hate womens hygiene ads but i though this was very funny. I actually unmute the ad to listen to the state of the art sound effects. Love the ad.

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My housemate and I love the invisible ad. I have to agree with the earlier posters (morris & Kirstin) talking about how it probably does come down to brand awareness, because generally ads that show leakages/blue liquid or talk bout “white skirt days” just make me cringe.

Although we want something that is reliable i don’t think women really need to be reminded of how gross having your period is. I mean, cmon, a pad is another form of a nappy for grown people.

So, go humor. Most sanitary items do the same thing, and there haven’t been that many actual improvements over the years, so I think it works.

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Also, @SisP – I believe Coles had a campaign where they removed GST from sanitary products. Not sure if they are still doing this? But i thought it was pretty clever.

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By itself, I think the ad has some humour. But it’s not by itself. It’s one part of a regular barrage of “men are stupid” spots. I agree with Disgruntled Man. If we portrayed women the same way, the spots would be pulled in a minute.

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It’s a pretty harmless way of helping to defuse the discomfort some people feel about seeing ads for personal hygiene products on television. A lot of people tune out commercials, at least this might give them a laugh.

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To me (and i’m just putting my desired spin on it) these ads play to the fact that at that time of the month when I’m in a really bad mood, I want to laugh AT (not with) someone and it’s probably going to be my boyfriend if it’s not that guy sticking pads all over himself. Definitely wouldn’t make me buy that brand but may lighten my mood. Defo wouldn’t send my boy out to buy my pads!! Poor things.

I wish someone would come up with a completely catty, carcastic campagin that really plays up to how we feel at that time of the month. Then they’d be hitting the nail on the head, I’d be right into that brand. Did anyone see that letter that was doing the rounds on email recently about a US pad campaign and the consumer backlash against it, now if you check the campaign website out and imagine it was all written tongue in cheek that would do the trick for moi!

The campaign: http://www.beinggirl.com/en_US...../index.jsp

The consumer response: http://wendiaarons.com/2007/03.....ysnet.html (be sure and read the comments section)

Heeelarious! Wish me a happy period I dare ya..

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I’ve worked on the SanPro category for a number of years now and all of the brands seem to occupy a similar space – “girl power”, “confidence”, “freedom”, “it’s a girl thing”.

It seems that Libra’s position is something along the lines of “guys just don’t get it”.

All of these campaigns are so same-samey. I don’t think consumers can really differentiate one brand of tampon from the other. Particularly when the category sticks to this formula.

I was well impressed with the Kotex* approach (Beaver) – polarising, yet effective. It recognised that women can have a sense of humour too. It broke free from the category norms & allowed the brand to stand out from the others. And they followed this through all the way to shelf (bright fluoro/black packaging vs. pastel norm).

*Note – this was not my campaign & I’ve never worked with this client.

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