Bodyform and viral marketing in ‘New Media’

I saw this morning what can only be described as a hilarious response to a post placed on the facebook page of the SCA product ‘Bodyform’, which is a woman’s sanitary towel sold in Ireland and the UK among other places.

The offending post was published by one Richard Neill who went to Coleraine Institute here in the North of Ireland. In his post to the company/product’s facebook page he decried the fact that the product’s advertising focuses on women being outdoors, adventurous and happy when in reality, when a woman is having her period she can often be in bad form, feel under the weather and may not be as adventurous as they are say in this advertisement.

Mr. Neill’s post was somewhat funny and claimed the following:

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 … 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.

Well, Bodyform thought it worthy to respond to Mr. Neill’s post with a direct video from ‘CEO’ Caroline Williams explaining why they chose the line of advertising for their product that they did.

Williams notes that:

The flagrant use of visualisation such as skydiving, rollerblading and mountain biking – you forgot horse riding, Richard – are actually metaphors, they’re not real. There’s no such thing as a happy period.

This is partly because:

the cramps, the mood-swings, the insatiable hunger, and yes, Richard, the blood coursing from our uteri like a crimson landslide’ were all too much for men to really bear.

The concept for the advertisement was penned by Rubber Republic for the advertising agency Carat, it plays on the established line of advertising that the product has built up over the past two decades,  tying it in with the ridicule being heaped on Nick Clegg’s ‘apology’ over breaking his promise not to raise student fees and everyone’s knowledge of the difficulties women face when they have their period.


One response to “Bodyform and viral marketing in ‘New Media’

  1. Pingback: Crisis of, in or with ‘Economics’? Why are we not learning of and from Economic History? | footballcliches·

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