Tampax’s latest spot goes beyond the generic action format, Mairi Clark
argues
Mention Tampax’s advertising, and images of rollerskating action women
dressed in figure-hugging leotards spring to mind. Not any more. Simon
Thorpe, the marketing director of Tambrands UK, has changed all that.
If you haven’t seen the Abbott Mead Vickers BBDO ad that broke during
Four Weddings and a Funeral last week, it depicts beautiful, young women
being, well, beautiful, and concentrates on them feeling confident and
attractive. The endline proclaims: ‘Tampax. The freedom within.’
Thorpe explains: ‘This ad signals a move away from the generic category
formula of all-action, skateboarding, sky-diving scenarios associated
with the 80s. Viewers have had enough of these, as well as product
demonstrations using blue liquid.’
Yet AMV’s ‘freedom within’ endline raised a few eyebrows at the
Broadcast Advertising Clearance Centre. But, as Thorpe points out,
consumer research proved a useful weapon: ‘We have always worked hand-
in-hand with the BACC through every step. As soon as it voiced concerns,
we did extensive research into what was acceptable and what wasn’t.’
Thorpe joined Tambrands eight years ago as UK product manager, after the
obligatory five years at Unilever. He worked in the oil refinery at the
soap powder giant, having completed a chemistry degree at Birmingham
University.
Thorpe shares a love of chemistry with his wife, a teacher, and also has
a passion for horse racing (they own two race horses). Seems a bit
extravagant? ‘We bought them with a friend,’ Thorpe explains modestly.
‘They’re not that impressive.’
When Thorpe was first headhunted by Tambrands, he joined the field sales
team selling tampons to the trade. ‘That was a bit of a challenge,’ he
says.
But not all of his family share his passionate interest in tampons. His
father refuses to acknowledge that he works for Tambrands. ‘He always
tells people I work for an American pharmaceutical company. He’ll come
round - in ten years or so,’ Thorpe laughs.
