Businessweek Archives

P&G Goes Viral With Tampax Videos


Call me old fashioned but I think some products should just be advertised pretty much for their features and attributes. I really don’t think an agency should get overly zen or slick with toilet paper, cotton balls, and oh yeah….tampons.

But show me a client with a product or brand that is a borderline commodity, and I’ll show you an agency that is out to cure it of its commodity status.

Which brings me to the curious case of Zack Johnson, the fictional character created by Leo Burnett Chicago on behalf of Procter & Gamble’s Tampax feminine hygiene brand. The campaign is anchored by a blog featuring videos at Zack16.com. Zack, if you can believe this, has his male parts replaced by female parts, and has his first menstrual period during French class. He skulks into the girl’s restroom to use a Tampax machine.

I’m not sure if this will sell more Tampax. But it’s interesting


Coke's Big Fat Problem
LIMITED-TIME OFFER SUBSCRIBE NOW

(enter your email)
(enter up to 5 email addresses, separated by commas)

Max 250 characters

 
blog comments powered by Disqus