Martin Sorrell, chief executive of WPP, an International advertising company has recommended that tampon manufacturer Tampax changes its branding from ‘Femine hygiene accessory’ to ‘Jam rags’ as part of the need to re-align consumers to the true purpose of the product.
Sorrell commented that ‘Whilst femine hygiene is clearly desirable for most people, even perhaps for Max Mosely, the term gives little clue as to the finer detail of the products being advertised. For example the launch of Westwell Corporation’s Country Fresh range had caught the attention of many industry commentators, but when it turned-out to be a deodorant for the over 50s attention moved away swiftly. Especially from teenage boys.’
‘What we now need is a more honest and direct advertising campaign that cuts-out the bullshit and tells the public about the product in a simple and unambiguous fashion. Jam rags sums it up perfectly. It worked in the 1970s and is still relevant today.’
Sorrell’s suggestions have caused many leading companies to re-thing branding strategies said Martin Hargreaves, chief operating officer of McDonalds Mechanically Reclaimed Meat Corporation which has added the strapline of “Sausage burger – Remember to look if your own toe nails need a clip’.
Ian Donaldson of the ‘No nonsense campaign’ re-iterated government’s pledge to keep language simple and direct as set-out by David Cameron shortly after the general election, and said he welcomed talking to HM Queen’s GP in relation to a sensitive discussion about her reportedly obese genetalia.