Friday, July 10, 2009
Everyone out of the water, sha... tampons!
The clip is in Dutch, but that’s okay: One tampon is worth a 1,000 words. Dutch tampon maker Libresse airlifted and then dropped hundreds of tampons to stranded beachgoers behind enemy lines. (Good thing they hit the beach and not the water.) I do not know what else to say about that except to throw out quotes from Jaws:
“Take a good look at that tampon. Those proportions are correct.”
“That’s a 20 footer. 25.”
I leave the rest to you...
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4 comments:
Although this video is absolutely brilliant, no one mentioned the environmental waste that is routinely created by MOST women -- simply by using and discarding these disposable menstrual products in the “normal” way. In other words, tampons are truly BAD for the environment!
The statistics astound. While I doubt that 100% accurate statistics exist, it is estimated that, in a woman's lifetime, she’s likely to use 15,000 sanitary pads or tampons. Put another way, she throws away 250 to 300 pounds of tampons, pads and applicators in her lifetime. And plastic tampon applicators may not biodegrade for several hundred years.
But these numbers are too large to fully imagine. To VIEW a comparison photo showing the amount of waste caused by tampon use in 1 month, 1 year, 10 years, and 40 years (one woman’s average menstruating lifetime), go the Keeper.com, the website of The Keeper, Inc., manufacturer (since 1987) of The Keeper reusable latex menstrual cup. Click on “New: Photos,” on the left side of the page. You’ll be shocked by what you see there. (HINT: A DUMP TRUCK was used to show an average lifetime use!)
By the way, I just checked on YouTube and this video, placed there 2 weeks ago, has so far garnered 146,402 views, up from 144,869 views yesterday. I have no doubt that the tons of online publicity it is getting will add to its acclaim!
How sad that companies like The Keeper, Inc. -- and other small manufacturers of environment-friendly products -- don’t have the budgets necessary to create slick videos like this one! If they did, they could REALLY change the world.
Thanks so much.
Julia Schopick
Director of Marketing
The Keeper, Inc.
www.Keeper.com
Julia,
You're not helping your cause by adopting this preachy, long-winded and defensive stance against competitive efforts.
We've all got budget problems. You stand out when you find a creative way to flex your budgetary muscles; frankly, it doesn't cost much to shoot compelling footage and toss it onto YouTube.
It certainly doesn't help, however, that the Keeper is unsexy.
@JS — Ayn Rand’s passion aside, there’s a good point being made. I’ve never bought into the notion that creative needs a huge budget to be effective. It’s a challenge, not a limitation. Just need to work with the right people.
Having said that, no amount of advertising will convince a consumer to change if they don’t want to. People may say they’re green, but many are selfish. Gotta make it something that benefits them first, then the environment will follow.
As Ask mentioned over on Brandflakes, there are plenty of “guerillas” you can reach out to to help with that.
;-p
Ayn Rand is right. I hope Julia doesn't think making women feel guilty for menstruating and trying to deal with it in a sanitary, convenient way is an effective marketing strategy. Like mtlb, my advice is to find the personal benefit of using this reusable cup thing - which, frankly, sounds gross. Will it save money? Turn your menstrual fluid into roses?
Meeting challenges head-on, like limited budgets and an un-sexy product, can inspire the most creative and interesting messaging. But, at the end of the day, even the best marketing can't save a bad product. Maybe most women just don't want to rinse and reuse an insertable blood catcher. Do some qualitative research on the subject and see if it's a perception problem or if the design itself is dead in the water. Good luck!
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