Tampax is on a mission to educate the UK on correct tampon use after research found hundreds of women in the UK do not know how to use them correctly. The new no-nonsense TV advert features a relatable period personality in the form of faux talk-show host ‘Comfort Wright’ and tackles common issues women experience when using tampons.
Tampax conducted research with over 1,000 women in the UK and found that; 42% of tampon applicator users were not inserting the applicator properly, 79% experienced discomfort whilst wearing tampons at least occasionally and of these, 60% of women say discomfort came from insertion or from the first moment they start wearing the tampon.
With its new campaign, Tampax is the first tampon company to launch a national television advert showing a demonstration of correct tampon applicator insertion. The imagined ‘Tampons & Tea’ talk show features straight-talking host ‘Comfort Wright’ addressing a studio audience on the issue of tampon discomfort and communicating the message that ‘if you can feel your tampon, it might mean it isn’t far in enough.’Sabrina Gutsche, fem care brand manager, P&G UK & Ireland said: “As a brand, we continuously talk to our consumers to understand their changing needs. We found from consumer surveys, interviews and focus groups, that UK women of all ages were experiencing discomfort when using a tampon. Many felt that tampons just ‘weren’t for them’ but we believe the problem is with incorrect insertion. The ‘light bulb moment’ for many women will be the fact that, if you can feel the tampon inside you, it’s probably not in far enough. We believe we have created an advert that communicates this in a no-nonsense, down to earth way that will resonate with our UK audience.
Interestingly, the research showed that comfort concerns are more prominent among 18-24 yr.-olds with 86% experiencing discomfort at least occasionally and 32% reporting they don’t use tampons more often because they are uncomfortable to wear or because they feel them. The research also showed that within this age bracket, over half,58%, of tampon applicator users were inserting the product incorrectly. Tampax now want to help women, and spread the word that getting insertion wrong is leading to discomfort.
As part of Tampax’ ongoing commitment to educate on proper tampon use, the brand is working with UK schools to provide dedicated lesson content as part of the PSHE curriculum for girls aged 11 to 13.
The TV ad campaign, created by Publicis New York, first airs on Wednesday 1st April and runs to 30th September.