Guest Post by Chella Quint, Adventures in Menstruating
So Johnson & Johnson’s Canadian division’s just launched a new Stayfree campaign that I found out about when a Toronto reporter contacted me for an article she was writing. The campain is a series of viral youtube videos that simulate a date with one of three archetypal ‘Mr. Rights’, segue into a product testing situation, and conclude with an offer of a coupon for a free pack of pads.
Now, you can’t argue with free stuff, and the viral nature of the campaign is a good hook to try and get women who have brand loyalty but who might be persuaded to swap, but I think it’s the pads market going for tampon users. A virtual date with attractive thirty-something guys with careers, skills and hobbies? That’s the top half of the 18-34 demographic and I’m pretty sure I remember reading we’re mostly tampon users, though a lot of people have swapped to reusable menstrual cups, so I think on that front these ads aren’t going to work. They’ve already got a couple of things working against them, and only the free stuff in their favour.





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