I see the always campaign from the States has now overspilled to the UK. MTV watchers are now being reminded every 5 minutes to “have a happy period”. Now I’m not one to judge how it must feel, as a woman, to be told to get on with life or, as is the case, actually be happy about your inner bodily workings, but I have to say this is an extremely risky strategy.
There are some marketing people who would maintain that converting Interest to Desire in keeping with the AIDA model means staying positive. Avoid any negative turn-off that will cause the consumer to step back. So they’d probably say this tagline is a pretty unwise move.
So let’s see what American women thought of this when they were first bombarded by the campaign…
Last month, while in the throes of cramping so painful I wanted to reach inside my body and yank out my uterus, I opened an Always maxi-pad, and there, printed on the adhesive backing, were these words: “Have a Happy Period”.
“Are you f…..g kidding me?” What I mean is, does any part of your tiny middle-manager brain really think happiness – actual smiling, laughing happiness – is possible during a menstrual period? […] there will never be anything “happy” about a day in which you have to jack yourself up on Motrin and Kahlua and lock yourself in your house just so you don’t march down to the local Walgreen’s armed with a hunting rifle and a sketchy plan to end your life in a blaze of glory.
For the love of God, pull your head out, man!
Hmm. That’s one very undesirable response for Procter & Gamble. The full post, rather emotional and at times too detailed, can be found here.
So – if you were in the UK marketing department at P&G, would you have done this?