Procter & Gamble is employing a targeted, Internet-heavy ad campaign to market their female sanitary products in Singapore, where most American commercials ("Outsmart mother nature!" and so on) would be considered taboo, according to
The Wall Street Journal. It's hard to say whether P&G is being tactful or tacky—Gawker is
voting for tacky, taking issue with name of the company's sanitary napkin brand, Whisper, which the site argues will only encourage women to feel ashamed of their periods.
P&G distribute Always and Tampax worldwide, although the products' names and marketing techniques vary per location. The global market for feminine hygiene products was about $3 billion last year, with Singapore representing an estimated $32.2 million. P&G currently holds 22 percent of Singapore's market, right behind Kotex at 23 percent.
The Singapore ad campaign revolves around a website that launched in September,
www.happyitshere.com. The site is decorated with smiling fluffy clouds (which can also be downloaded as wallpaper) and allows users to post live comments. There's also an interactive calendar where women can track their cycles, in addiction to advice on menstrual symptoms like mood swings or trouble sleeping. P&G also created a special Whisper Facebook group.
That might seem tacky, but
The Wall Street Journal cited a survey of women in Singapore, in which many of the respondents had misconceptions about menstruation; for example, some women believed that periods damaged eyesight or increased thirst. So, although the fluffy clouds might be a little much, at least women are learning a little more about their bodies.
Is Whisper is tactful or tacky? Do you like how female products are marketed in the U.S.?
Comments (6)
I think there are too many commercials.
They're all so lame.
In the age of consumerism and mass marketing, it doesn't surprise me. American business men/women wanting to make more money. Nothing more.
@xjadersx@xanga - It's always very awkward when they come on when I'm watching TV with my dad.
Whisper is tactful. What works for one country will not necessarily work for another. I like the new "outsmart mother nature" commercials! I generally like how feminine care products are marketed in the U.S., and yes they are quite corny sometimes. : )
Menstrual cups all the way. Cheaper, more convenient, and environmentally friendly.
www.divacup.com
They do their best to keep it clean. Pun intended.