Marketing Moments 2012: Bodyform tells men the truth about periods

It is not every week that marketing from feminine-hygiene brands goes viral; yet this is what Bodyform achieved in 2012

After a man called Richard Neil posted a comment on Bodyform’s Facebook page accusing the feminine-hygiene brand of misleading him about just how fabulous periods are, Bodyform decided to hit back.

It responded with aplomb, uploading a video featuring fictional chief executive Caroline Williams explaining to Neil that the feminine-hygiene industry has indeed been protecting poor, unwitting men from the reality of how it really feels to be a woman. The video admitted that brand's prolific use of skydiving and mountain bike-riding in its ads was actually metaphorical, an illusion used to represent periods because men 'can't handle the truth', and quickly became a viral hit.

The fact that the creative idea came from a media agency (hats off to Carat) also reflected the shifting tides of creative firepower in the digital age. This is an era in which the very best ideas can thrive.

Now that social media has become a mainstream communication channel for brands, long drawn-out sign-off processes and weighty brand guidance is nothing less than a straightjacket to creativity. The Bodyform ad is a wonderful example of real-time marketing and shows the potential benefit to brands of being part of the social-media conversation.

RICHARD NEILL'S ORIGINAL FACEBOOK POST 

Posted on Bodyform's Facebook page on 8 October 2012:

'Hi, as a man I must ask why you have lied to us for all these years.

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!! Dam my penis!!

Then I got a girlfriend, was so happy and couldn't wait for this joyous adventurous time of the month to happen .....you lied !!

There was no joy, no extreme sports, no blue water spilling over wings and no rocking soundtrack oh no no no.

Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving, gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin.

Thanks for setting me up for a fall bodyform, you crafty bugger.'

Was Bodyform's viral your marketing moment of the year. Let us know what you think @MarketingUK @nickykc

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug