Johnson & Johnson ad: tampons should not feel like sandpaper

A word from the wise. Tampons don’t feel like sandpaper, which anyone who has ever worn one would know. I’m taking a wild guess that that doesn’t include the creatives who came up with this.

As per usual, it’s a feminine hygiene ad based on no truth whatsoever. A perfect accompaniment to a category that features women running through the supermarket aisles screaming with undignified joy at a new tampon, or that piece of self-indulgent schlock where the guy careens about in front of the mirror covered with his girlfriend’s pads.

No insight and utterly patronising to the people who use the product.

Hahaha oh dear!!!

Very clever. Would have been better (and worth PR’ing) if you could actually feel the sandpaper and silk difference. Pretty sure they’re not the first to do consecutive page advertising.

How completely and utterly random..

This creative must have been developed by either a) men, or b) women who probably should visit their local GP asap..

this ad is soooooo wrong on sooooooo many levels!

@Annonymous – are you a man? Because no women I know think this is clever, interesting or even relevant.

Firstly, ouch if that really was the case. Secondly, what research did they use to say “women think tampons feel like sandpaper”, thats a good angle, lets try that….. so weird.

I think it’s nice when women are shown doing activities like riding a horse in white pants. It lets us know women can live full and rewarding lives despite their disability.

Oh god. The first image is just too hard to get over I’m sorry. I’m not sure if I prefer the manic girls jumping for joy at the beach/park/over their balconyas D mentioned or this.
*shudders*

Are sand-papery tampons a real insight?

I’m going to agree with previous posters and guess that this campaign was entirely crafted by men. Women can’t feel the texture of tampons. Period. (Pun intended)

Actually, the best ad so far has been the first beaver one – was it Kotex? – about looking after your beaver. Cute and funny and not patronising.

A few us saw this ad the other day and agreed it actually put us off buying Carefree because the first image is so disturbing that you barely notice the silky second one. Stupid ad. Although what do i know- Starfish don’t use tampons.

Britnee – Agree! I also feel lucky to be able to work through a week of menstruating dispite my disability.

This is soooo funny. Who has ever used a tampon that feels like sandpaper? Bizarre creative. The best tampon ads were for ‘U’ – gotta take care of your beaver ladies!

Tampon ads should be like this: “Once a month you need tampons. These do the job really well.” I would totally buy those just to reward the lack of white pants, horseriding, men playing ‘mousie’ and SANDPAPER!

I find this ad suprising coming from someone like Dee. Not her best work by far.

The mags must be happy with all the consecutive rights.

If it feels like sandpaper when you unwrap it would you really use it?

@Anon 2:22 – Based on the full comment by @Anon 1:24, I’d say the “very clever” part was meant facetiously. Love Anonymous.

Wrong wrong wrong wrong wrong wrong.

I was watching the footy on TV and this ad came on. My teenage daughter who controls the remote was doing some school work nearby. She ran out of the room crying. What does one say?

Oops wrong ad – please delete previous comment – thanks

Actually, there are plenty of women who think tampons DO feel like sandpaper. Me, for example (it’s why I can’t use them!). That said, I see no differences between brands, so this is unlikely to make me suddenly start buying them.

Agree that the Kotex Beaver ads are the best. I actually converted to them because of the ads. So funny.

Would love to have run the groups that resulted in this insight…..a fundamental human truth; erm, I don’t think so!

Now I’m curious Alberto … which ad are YOU talking about??

Hands up women – who’s EVER worn a tampon that feels like sandpaper???

This ad is almost as dumb as the whole “tampon with wings” bullshit.

Ladies, if you dont feel sandpaper with some tampons, I suggest you check the size of the other objects you put up there – they may have caused some ‘stretch’, therefore this would not apply to you.
But for those ‘tighter’ women, in a small research poll around the office, I can confirm that yes – some feel like sandpaper. True story. Great ad.

my favourite is the tvc that shows their tampon (forget the brand), unlike the inferior product, sliding with ease down a glass tube – just like a real vagina!

@Tight – hope you’re being ‘funny’ or trying to stir s**t, otherwise your post was OFFENSIVE.
This ad is absolute crap. Plain and simple.

@Tight and others who are “tight”….

Ummm, you’re not really ‘bigging up’ your boyfriends, if you have them.

Les Wood worries about the world some times

Bloody creatives!

When did people start caring about what women think?

Which ad Alberto? You’re an enigma wrapped inside a riddle.

‘True story. Great ad.’

The voraciously defensive tone of your post gives you away, Lowe employee.

Are we sure that it’s sandpaper?
Kind of looks like half a freshly baked baguette to me.

https://www.youtube.com/watch?v=FRf35wCmzWw

To all the people saying this ad must have been created by men, the creative director and writer’s name is Dee. That’s a girl’s name. It’s still rubbish but make sure you pay attention while you are giving your opinion. PS I’m a man. Thought I would point that out because Anon is a unisex name.

Dee – really? How does this translate into more sales? I’m actually curious. Selling tampons & pads surely can’t be easy, but why this approach?

What a cu*t of an ad. No one’s mentioned that the idea has been done before so many times – that’s what’s really offensive – and yep, Dee’s a woman, I’m a bloke and I reckon the insight is fabricated. Maybe Lowe should bring back Lionel and his rhyming couplets? Actually, it reminds me of something someone I’m not would rip off, I mean borrow. If it wins any accolades you’ll know I’m right. So, Ladies, will it work at the Box Office??

whoever wrote this article is clearly a man! tampons are NOT sanitary towels!!

I think that if a woman has a feeling akin to sandpaper in her vagina then she should probably go see a doctor about it. Either that or she’s just really, really irritated and should wash the sand out.

Well, this has certainly turned into a bloody mess.

My snatch is not made of wood.

I do not need a sandpaper tampon

If my snatch was a peg board, then maybe a sandpaper tampon would work well, it would fit smoothly into the hole.

I am not a peg board

if anything sometimes tampons are ‘drying’ … owell… nice try

noting that it says this campaign is targeted at ‘young’ women – if i can recall correctly, i remember the first couple of experiences using tampons when a teenager were extremely uncomfortable & the ‘sandpaper’ description is the most accurate i’ve heard so far.

Reminds of a campaign done for a haemorhoid cream, Prep H in the 90s. The decade for visual swapsies.

Oh ladies, get real – this ad is not in the least bit offensive. Maybe you can relate, maybe you can’t. Has nothing to do whether the ‘creative’ was male or female. There is only so much you can do to differentiate yourself from others in a market where the products are essentially the same!

I am definately no prude, but I found the Kotex / Beaver waayyy more offensive.
If a guy referred to my vagina as a beaver – I’d kick him in the family jewels to teach him a lesson! It’s a term thats as horrible as “rags”. Ewww.

Hold on…

Women do WHAT with tampons?!?!!

thats gross…

@Who CAREs – I’m a guy and I find it waayyy offensive that you refer to penis and testicles as family jewels. A man’s privates look nothing like jewels. I’d hate to see the jewellery you put around your neck and hang from your ears. Please stop this madness.

@ Anonymous – I mainly wear pearl necklaces. Occasionally pearl earrings.

To everyone that commented on this. One person out of all of you was on the money.

Look at all the people commenting saying “tampons don’t feel like sandpaper”.

We know.

The point is, that the people that this advertisement is targeting, don’t know that. First time users and people making the transition from pads to tampons, that is who i’d be targeting with this brand, especially with an advertisement like this.

Well at least they used the word tampon in the advert . . . .
Moving forward.
Menstruation has a history of extreme taboo to counter.
Witness some of the comments here which all seem to made by chaps with no sisters or girlfriends.
I think it would have a much better advert if the first page was a collection of
different tampon texture possibles ranging through /metal /rubber/ plastic/ jelly /hessian
etc. etc. then the silk ‘you hardly know it’s there’ line would be more punchy.
However silk isn’t very absorbent is it.?

http://www.mum.org/comtampons.htm
Very interesting website for those wishing to know more about feminine internal hygiene products and all things menstrual.

@version

LOL

Well, im a woman and I totally bought into this ad. I hated using tampons because of the sandpaper feel. This is the first ad that has made me go ‘I should try them’ because it’s the first ad I’ve seen that acknowledges how uncomfortable most tampons are for first-time users. So STFU.
As for some of the comments on here, eg ‘If you even have a boyfriend’ – are you ten years old??? Seriously?

The sandpaper tampons should’ve been available at Mitre 10 to complete the true integration of the campaign…clearly they weren’t thinking out of the box on this one….so many different channels to bring this to life and just press?? Shame…!!

The issue being tackled by the ad is actually one of insertion into the feminine menstrual zone . . not how it feels or doesn’t feel, once it is in there doing its intended job.
Which is why it is a bit off message.

Sandpaper? Nah. Nonsense. Anyone whose tampon feels like sandpaper needs to see their doctor. Truely. Infact, I would go one further and say this add could prevent women who have a medical condition seeking help – particularly new users of tampons who may think pain and itching w tampon use is normal. It aint! Ahhh – can see a ad standards board complaint coming on.

From my own MR I conclude the biggest problem women have w tampons is leaking. Give us a tampon that doesn’t leak!

Would LOVE to see the MR done by the agency….

Here is a study stating the bleeding obvious.
http://www.miller-mccune.com/c.....all-23630/

Well, i’ve used many a tampon and so far – no sandpaper. I don’t rub my hands all over the tampon before using, so that it stays hygienically clean. I found the Beaver ad so offensive too – I also find ‘snatch’ just a s bad.

In all honesty, none of these ads would make me buy a tampon. I have 2 criteria – where are they made (do I trust they have been ‘handled’ and manufactured in a safe, clean, environment and what’s on special.

I am yet to go running, jumping, singing, prancing, dancing, riding, or smiling about the brand of tampon I use.

OH…..So Anonymous at 4.14 what you’re saying is that this ad is actually untruthful and targeting in on first time users telling them that all other Tampons will feel like sandpaper. Obviously De wrote this response. People It’s just a f****ing ad for god sakes. Most tampons are made overseas..maybe it should have a disclaimer on it..saying caution These products may contain nuts!!

I think this ad’s bullshit…

When I saw it I just thought “wtf”?

And in response to the whole “it’s targeting first time users” comment… So what, now it’s ok to scare young women into buying your brand of tampon?

Maybe next time we should tell me that Libra makes theirs out of poisonous snakes and Kotex? Well, theirs are made from spider venom. Think this sounds ridiculous? Sure. But it’s about as plausible as “it feels like sandpaper”!

If a tampon feels like sandpaper, you need to wash your junk, dude. And no, @tight – we are not all “stretched”. How dare you make such a ridiculous insinuation.

@ Les Wood – I worry about the world sometimes too… In fact, almost always.

Argh – clearly meant “tell them” not “tell me”…..

Blimey. One month later and tampons still don’t feel like sandpaper.
Maybe next month.

you’re all sooo right!!! this ad doesnt at all connect with any truths us women feel about our period. Check this U by Kotex US ad – even better than the beaver!

https://www.youtube.com/user/kc10ubykot#p/u/6/lpypeLL1dAs

is just me, or does it look like an Italian herb and Cheese bread roll from Subway

and the agency stooges start to add their positive comments… yes you… Jo… Tight…
I agree… if someone mentioned this in research panels… then i’m sure it was a throw away line that the agency has locked on to… the women in my house didnt like the ad and said they wouldnt buy it now… but in the end… its about sales… lets see if the sandpaper tampon causes a lift…

I have used a tampon that felt quite rough. i can’t remember what brand it was, but it perforations in the covering which were quite uncomfortable (think of a cheese grater and you’ll get the idea) on entry and exit. I think it may actually have been the supposedly luxurious U Platinum ones.