The Monthly Visitor Gets Its Own Dance

Is it just me, or is this commercial totally whacked?

Maybe I'm getting old and don't understand the younger generation.  I guess private "female matters" aren't so private anymore, but this does push it to the limit.

Funny?  I guess it's supposed to be.  Just goes over my head.

Comments

[Marketing Headhunter]

WTF?? I don't understand how that kind of thing makes it past all of the relevant decision makers at each level of a big company without being identified as utterly stupid. Maybe it was the CEO's idea.

[Tammy Vitale]

I think the kids are going to love it because it's "shocking" and "in poor taste." And is Tampax aiming that ad at all of us who don't need tampax anymore? or at the new generation who does (unless they're taking hormones that curtail it).

Let's face it. Periods are natural bodily functions. I think the "private" was more shame in my generation than "private." Maybe this is the way to get periods out there like power surges. Women my mother's age never talked about menapause. Now it's everywhere.
Tammy Vitale, www.TammyVitale.com

[Abi]

As a 24 year old female I feel mixed about it. On the one hand, the actress they chose for the commercial is someone who looks like a lot of fun to hang out with. And her "non-perfect" figure makes her seem pretty relatable. But, are her actions realistic? Not in the slightest. That's where I think that this is a case of marketing to women gone bad. If a girl did that at a highschool or college today, she would most certainly get strange looks. Although the topic is generally more talked about now - especially between girls - it's still not a yelling out loud announcement sort of topic. We commiserate with each other once a month, but that's where it stops. In all, the commercial is highly unrealistic but is funny.

[Andrea Learned]

This is interesting, because a friend recently told me about a new tampon-related site that is targeting perhaps the same age women as the Tampax ad - and possibly a bit older: www.tampontification.com. It's a Seventh Generation effort to promote their new chlorine-free feminine care products - and, I've wondered if women, in general, or of that teens/twenties age range in particular, respond to their approach as well. (I do not work with the company - I just hear a lot about what they are up to because it is based where I live.)

[Steve Mertz]

You're Old...but hot :) I like the fact that the woman goes against the grain for models today but, the ad kinda shocks me!

[Tamar Schoppik]

It's all relative. If the idea is to gain a buzz, it's obviously working if it made your blog. The idea of linking a specific brand to any advertisement is key, regardless of whether the ad is tasteful or even remotely realistic. However, I think the point of the ad is to play on the obvious desire to keep something like your period private, especially in high school. Hence, in the same way such a dance (or such a "model") is not something socially expectable, (unfortunate, but that's another discussion,) Tampax is "helping" the consumer to be socially accepted with a line of smaller, more discreet tampons. This appeals to teenage girls who are becoming newly acquainted with their maturing bodies and telling them that while it's normal enough to mention on TV (encouraging the young consumer to feel comfortable buying the product in public,) it’s still not something you want to scream from the rooftop, or cafeteria table. Therefore, and a smaller, slip-into-your-pocket/purse model is preferred (and purchased.)

[Kyle King]

Totally whacked! And funny. The idea that any women would feel like kicking her leg up over her head is a denial of what it actually feels like to bleed, and any teenager I know would NEVER make a scene in a cafeteria like that. So... who are they targeting?!

All that said, I don't really think blaring the news that your "menstruating!!!" is a very powerful marketing point for women. Most women I know would rather hang out with others who are quiet and reflective, they'd like to bale on work, school or any other activity that requires them "showing up" completely, and read or sit in the sun like a cat.

I'm glad I don't use Tampax any more.... they just don't understand me.....

Mirthfully,
Ms. Kyle

[Holly Buchanan]

I'm going to go against the grain just a little here in the fact I think the commercial may "work" for the audience it's targeting.

I think they're going for a "we don't take ourselves too seriously" approach - which I do believe will resonate with the audience.

My problem with the spot is - the message seems to be "use tampons instead of pads". I don't mean to get too personal here, but does anyone still use pads? Especially the younger generation?

If there had been some sort of product tie in - say with a "super" tampon guaranteed to protect for a certain number of hours - then it would have made more sense.

If it's just an effort towards branding - well - tougher to tell if it's effective or not. we'll see.