Bodyform Called Out on Misleading Fem Care Advertising

Holy Hormones Honey! This is no doubt the post of the week – if not the rest of the year.  Richard Neill called out Bodyform on Facebook for portraying menstruation as a freeing and liberating experience in their advertising campaign. He blatantly tells them – this is not the experience in my household. Tens of thousands of people responded initiating a final classic called out on the carpet response from the Fem Care company.   I hope other marketing departments in large corporations take note.

On the other hand – it is a sad state of affairs to see that what should be a natural phase of a woman’s monthly cycle has become a negative and uncomfortable time of her life.  Bet we see a plethora of ads from Pharma marketing departments with the bullet pill to take away those monthly blues.

Is This the Best Maxipad Commercial Ever?
Bodyform Ad Takes Periods, Men and Own Brand to Task

Shine from Yahoo.com
By | Love Your Body – Wed, Oct 17, 2012 4:30 PM EDT

 

Ad campaigns for maxi-pads and tampons tend to look like commercials for exotic resorts, replete with beachside strolls, yoga at sunset, and well-absorbed blue dye the color of a crystalline sea. With that Zenlike imagery on the one hand, and on the other the misguided stereotype of the crazy PMSing woman, it must be awfully confusing for men–or at least it was for one Richard Neill, whose amusing tongue-in-cheek comment about period confusion posted to the Facebook page of Bodyform, a British brand of maxipads, has now inspired a national campaign.

“As a man I must ask why you have lied to us for all these years,” Neill wrote. “As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding, rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! ”

His clever jab at the brand got 80,000 likes. But it also got something unexpected: a direct, and even wittier, response from the company.

Posted this week to Facebook, the ad features the company’s CEO (played by an actress) addressing Richard directly.

“I think it’s time we came clean,” she says playing it totally straight. “We lied to you, Richard, and I want to say sorry. … Sorry.”

What follows is a hilarious, you-asked-for-it explanation of what really happens to woman’s body once a month.

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Author: Leslie Carol Botha

Author, publisher, radio talk show host and internationally recognized expert on women's hormone cycles. Social/political activist on Gardasil the HPV vaccine for adolescent girls. Co-author of "Understanding Your Mood, Mind and Hormone Cycle." Honorary advisory board member for the Foundation for the Study of Cycles and member of the Society for Menstrual Cycle Research.