Marketing to Women: Tampons Say Sorry

Female consumers in Canada have gotten an extra special apology in the form of a marketing campaign from O.B. Tampons. The brand, under the parent company of Johnson & Johnson, was off the shelves in the U.S. and Canada last year, but returned this year, minus its Ultra line. The plan was to discontinue Ultra, but the company never expected what happened next.

Loyal fans of the feminine hygiene product became outraged, buying up all the boxes of O.B. Ultra they could find. Remaining boxes were even selling on Ebay for as much as $80. Some of the fans created a website and called for women to boycott at J&J products.

After all that, the company took notice. There are currently announcements on both the U.S. and Canadian versions of the brand’s website promising plans to bring the Ultra products back. In the meantime, disgruntled fans can experience a personalized apology, in the form of an online music video. Viewers are able to input their names and the hunky crooner in the video will serenade you while your name is written in the sky, in rose petals on the beach and inside a heart tattoo on his arm.

This is a great example of a company listening to its audience and responding to what the market asks for. The video will probably go viral and thus more people are hearing about the issue, as well as how J&J stepped up to address it.

Here at FletcherPR, we always enjoy seeing brands who engage with their female consumers. And everybody knows that it takes a bigger person to say “I’m sorry.” If you haven’t seen the hilarious apology video, give it a watch.

FletcherPR is a national communications firm that specializes in reaching women through the power of media. Headquartered in Knoxville, TN with staff in Nashville & Los Angeles, we are a full-service agency providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.

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About Kelly Fletcher

Fletcher has 16 years of experience in the communications field. Previously Kelly worked for Bernard Hodes Group, erroyo (a division of Rivr Media), and Jewelry Television. Fletcher has national experience in all areas of marketing and public relations, including research and campaign development, strategy and execution, media relations, reputation management, and crisis communications. Kelly has worked with Fortune 500 clients and is a sought-after speaker on the topics of public relations and PR campaigns that resonate with women. Fletcher is highly active in the Knoxville community having served on the Board of Directors for Second Harvest Food Bank of East Tennessee and the Knoxville Opera, as well as the marketing committee for the Central Improvement Business District (CBID). Currently, Fletcher serves on the Susan G. Komen board. Fletcher is a 1990 graduate of Meredith College in Raleigh, North Carolina with dual B.A. degrees in Public Relations and Music.

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Welcome to Her Voice, the official blog of FletcherPR. We're a national communications firm specializing in reaching women through the power of media. Headquartered in Knoxville, TN, with additional staff in Nashville & Los Angeles, we are a full-service agency with a team of experienced, creative individuals who are passionate about providing strategic public relations, social media and marketing communications services to our clients throughout the U.S.


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