Claim: Letter to a Procter & Gamble executive complains about company's feminine pad packaging.
MIXTURE
Example: [Collected via e-mail, April 2007]
ACTUAL LETTER TO PROCTOR AND GAMBLE
This is a letter written to one of the top executives at Proctor and Gamble. Means a bit more to the gals than the guys.
AN OPEN LETTER TO MR. JAMES THATCHER, BRAND MANAGER, PROCTER & GAMBLE.
Dear Mr. Thatcher,
I have been a loyal user of your Always maxi pads for over 20 years, and I appreciate many of their features. Why, without the LeakGuard CoreTM or
Have you ever had a menstrual period, Mr. Thatcher? Ever suffered from "the curse"? I'm guessing you haven't. Well, my "time of the month" is starting right now. As I type, I can already feel hormonal forces violently surging through my body. Just a few minutes from now, my body will adjust and I'll be transformed into what my husband likes to call "an inbred hillbilly with knife skills." Isn't the human body amazing?
As brand manager in the feminine-hygiene division, you've no doubt seen quite a bit of research on what exactly happens during your customers' monthly visits from Aunt Flo. Therefore, you must know about the bloating, puffiness, and cramping we endure, and about our intense mood swings, crying jags, and out-of-control
behavior. You surely realize it's a tough time for most women. In fact, only last week, my friend Jennifer fought the violent urge to shove her boyfriend's testicles into a George Foreman Grill just because he told her he thought Grey's Anatomy was written by drunken chimps. Crazy! The point is, sir, you of all people must realize that America is just crawling with homicidal maniacs in capri pants. Which brings me to the reason for my letter.
Last month, while in the throes of cramping so painful I wanted to reach inside my body and yank out my uterus, I opened an Always maxi pad, and there, printed on the adhesive backing, were these words: "Have a Happy Period."
Are you fucking kidding me?
What I mean is, does any part of your tiny middle-manager brain really think happiness — actual smiling, laughing
Sir, please inform your accounting department that, effective immediately, there will be an $8 drop in monthly profits, for I have chosen to take my maxi-pad business elsewhere. And though I will certainly miss your Flexi-Wings, I will not for one minute miss your brand of condescending bullshit. And that's a promise I will keep. Always.
Origins: A popular feature on some Internet forums is a "Letters you wish you could send"
posting open letters to those who have irritated them in some way (e.g., "To the driver who cut me off on the highway yesterday"), without any expectations that the addressees will necessarily ever see or respond to their missives.
The McSweeney's web site includes such a feature, one titled "Open Letters to People or Entities Who Are Unlikely to Respond," and it was there that on 6 February 2007, an open letter by Wendi Aarons to one
Wendi Aarons is a real person (a former copywriter from Austin, Texas), who did indeed write the letter that bears her name. And the focus of her
However, the letter wasn't actually sent to
One reason for its endurance may be that it subtly feeds the myth that the executive behind the campaign was a guy, one of those infamous P&G marketing suits dictating to women how they should feel. In fact, two marketing directors and a group president are among the women who have greenlighted the "Happy Period" campaign from Leo Burnett Co., Chicago, over the years.
Advertising Age also noted that Ms. Aarons has never been contacted by P&G about her "Open Letter," and that sales of the company's Always brand products don't seem to have suffered as a result of the notoriety:
Perhaps that growth could have been greater had it not been for
"It can be a very polarizing campaign," a spokesman for P&G said of "Happy Period." But the complaints come mainly from women who prefer tampons. The original consumer insight behind the
Last updated: 29 July 2015
Sources: |
Neff, Jack. "What to Do When Social Media Spreads Marketing Myth." Advertising Age. 7 September 2009.