WOMENKIND

Does this image is make you want to buy tampons? Didn't think so.

A new video for Always sanitary pads from Leo Burnett London misses the mark on so many levels it leaves us wondering what in the world they could have been thinking.  We’re assuming they think that they’re clever and humorous.  They aren’t.

Sexist or Not?

Dear Goodby, Silverstein & Partners and the California Milk Processor Board,

I’d like to thank you for your efforts in making sure that men have the support they need when facing the incredible hardship of dealing with the women in their lives who have PMS. Back in 2005, you ran a “Got Milk” campaign featuring the insight that milk eases symptoms of PMS. That campaign got a lot of criticism, so of course, recycling the same idea this August and hoping that “everybody’s got a sense of humor since then,” is a great plan.

Women have a sense of humor–what could be funnier than debilitating menstrual cramps, backaches, mood swings, hormonal imbalances, fatigue and bloating every month? But, of course, it’s the men that are the real sufferers. Portraying menstruating women as she-beasts is not funny, it’s sexist, and your ads are offensive.

For a while, we were completely on your side. The Got Milk ads with Angie Harmon, Susan Sarandon and Sofia Vergara were great! The classic spot about Aaron Burr—hilarious! But these PMS ads mock women when you could have had them as allies. Why not a campaign targeted at women that shows you care about easing their symptoms instead of making fun of them?

It's no mystery. Offensive ads = dollars wasted and profits lost.

Congratulations Starbucks.  You’re #3! Impressive, given you occupy a crowded category of competitors who outspend your marketing by 10,000%. So how did Howard Schultz and team leave Burger King in the dust? My hunch is they simply didn’t alienate women.  I admit, I’ve been to a Burger King in the last six months.  I had a strong hankering on a long car drive, one of the only times when french fries are fair game in my dietary scheme. I paid my money and bought their product despite the fact that their advertising completely offends me.