This will be a familiar problem for agencies setting up focus
groups to research those more "intimate" products. Just what do you
call, well, um, you know - private parts?
Young and middle-aged women gathered for research groups for the first
above-the-line campaign for Carter Wallace's Femfresh feminine wipes and
struggled for words.
"Front bottom" was out there in, well, front, and "private parts" was
seen as a safe bet. One of the ladies opted for "oofah doofah" but all
decided they didn't want to be embarrassed by the ads when out with
So the agency Parker Hunt came up with the subtle "Breath of fresh air"
strapline, which showed a lady walking along the beach with the wind
blowing up her skirt.
Still, the buyers at Carat, which planned the campaign, don't beat
around the bush (if you'll forgive the pun) - they call them fanny