Unicharm’s integrated campaign for new Sofy Be Fresh product ‘changes the rules for periods’

I really like this concept, I’m a bit over sanitary products advertising periods as sunshine, flowers and other pretty things. This makes you laugh about it.

I thought “Hello Fresh” was about a different kind of box?

This ad is disgusting and fat phobic. The praise it is receiving here is making me sick.

This fatphobic, shamey & hateful spot thinly veiled by cheap humour should be canned. How disappointing to see that the creative team were made up of women too!! I saw this ad and thought it had surely been written by an all-male team. Reeks of internalised misogyny to me.
Seriously, shaming a woman’s natural bodily function and equating that to being a disgusting slobby mess is not ok.

I am a woman who gets her period.
Please explain to me how these abominable ads are “changing the rules for periods”?
Massive eyeroll.

@not ok

Are you calling the talent a “disgusting slobby mess”? Because, if you are, it’s you who’s being “not ok”.

This ad is horrible. Thanks so much for adding to the rest of misoginist media that tells us being not supper skinny is gross and unacceptable. Also that our bodies are disgusting. Also that women are crazy.

Shortest Lived New Product for 2015.

Suspect it’ll be off the shelves by years end and in a discounting cycle within 3 months.

Hello Fresh. Be Fresh. SOFY. Clean Barrier Technology. Australia’s First – So many messages, none of them memorable and all of it packed into the last 5 seconds.

Not sure what this ad is trying to say. As a woman I find it offensive. As a creative I find it confusing. I don’t need a pad to make me feel fresh (hence slim, chirpy, well-groomed as this ad seems to equate), I simply need a pad to work. It’s not that difficult. Not sure if it was the creative team’s fault or the client’s blinkeredness, but this doesn’t change the stereotype around pad ads at all. It just tethers it to a new stereotype. This is one of those ads that I will remember for the wrong reasons – I’ll actually avoid Sofy in the future. Sticking with the white pants and happy dancing girls brands – at least they don’t tell me that being a woman is disgusting.

EB you’re pretty mad about this campaign… you took the time to comment on two different sites.

Did you miss out on the business?

And also.. anyone that is shaming this woman for not looking how you expect her to look is clearly the one at fault here. They are using a normal looking woman for a normal product. Grow up guys.

You either complain that stick thin women are being used, or you complain that normal women are being used.

I find this ad terribly offensive. Why couldn’t they at least use the same talent looking ‘terrible’ instead of having to cast someone larger and purposely made to look overly less attractive. Did the agency/client ever consider that some women may always look like the ‘period’ talent regardless of what sanitary product they use? I would not buy Sofy if it was the last product on the shelf. Sofy = shaming women.

I will say, I do identify with this woman. I am this woman for one week of every month and it’s the f*ing worst. Can’t fit in my clothes, for all the water my body is retaining. Hysterical crying. Crippling anxiety. I have ended relationships when I shouldn’t have. I’ve cried over cramps that feel like knives carving up my uterus. So I get it. But “stay fresh” is the wrong message here. My hormones don’t care if I’m “wearing a pad” or not. They dgaf. There’s no way in hell a lousy pad is going to make me feel fresh and better about this living menstrual nightmare. So even if we were to let the “body shaming” accusations slide, this is still insulting. On so many levels, I don’t think they put enough thought into this campaign.

Absoluty disgusting ad..so we are fat mess when on periods and skinny when not… Would love this to be removed from tv n media and the comment jam donought sicking.

I had to rewind the ad to watch it again… Not because it’s good, or even funny, but because I thought it was offensive and I needed a second look at the whole ad so I could digest the message.

Interesting way of illustrating a woman on her period, animated, over the top, but “fat, ugly, depressed and angry” is how I perceive it.

Yes, women can feel like this during their period, but the portrayal of a young ‘fat ugly girl’ may have been the wrong direction to take. Think about it, you’ve highlighted what your brand considers fat and ugly. A new brand with superficial views on ‘beautiful’ – it’s not saying ‘hello fresh’, it’s saying ‘hello beautiful’.

Bad strategy. Bad ad. Bad message.

A am a creative myself and am always looking for fresh, new ideas. This creative emphasis a much more negative message highlighting body image and what is perceived and ugly vs beautiful.

A pad cannot make you look or even feel beautiful. The pad advertised seems to hold in the moisture. That’s it. It’s technical. What about the bloating? What about lethargy? What about the PAIN? Migraines? Nausea? And the sick days one needs to take almost every month? A dry pad cannot fix that.

And lastly, what about the ‘fat girls’ around the world? Are they all angry and depressed? Are all girls sized 14 and above on their period?

Creatives – don’t forget you are responsible in taking new and modern messages to the younger generation. Congratulations, you did a bad job.

Truly offensive fat shaming ad. I’m with the person above…I wouldn’t buy this product if it was the last thing in the shelf.

Few ads have insulted women more. It’s truly a wank of a campaign, jam donuts- go figure, upsize the women in size and anger- hardly creative. Would have loved to seen the brief, did you read it? Clearly confused as to who your audience is.
You may have created noise but I can’t imagine longevity of sales as the outcome.

Sign this to get rid of it cause it needs to go;

https://www.change.org/p/sofy-unicharm-cancel-the-i-feel-like-i-sat-on-a-jam-donut-ad

Hilarious! Best ad

I have never commented on an ad. But this one makes me feel so sad. To think that representation of women is ok is just horrid. All the positioning about why this is ok, is just that, positioning. It’s a shame. It can be a really difficult time for some women and really nothing for others. To picture it this way is just self serving. I thought it may be about not feeling yourself. But the link back to a better product and feeling better didn’t even connect (as per the company explanation). I guess maybe the point of advertising has missed.