Tampons & Tea

Research conducted by the brand found that 42% of tampon applicator users were not inserting the applicator properly, while 79% experienced discomfort while wearing tampons at least occasionally.

Much of the fear and apprehension that surrounds tampons stems from the fact that no one talks about them: how to use them, how they should feel, etc. But we’re going pull back the curtains and shed light on tampons with “Tampons and Tea,” a faux talk-show hosted by guru Comfort Wright, who boldly tackles tampon discomfort with a simple truth: “if you can feel the tampon inside you, it’s probably not in far enough.”

After running in several western European countries, this ad was banned in Ireland after 84 complaints.
P&G’s response: "…we will continue in our efforts to normalize periods and help end period stigma."

Credits: Laura Stamm-Boyd (ECD), Amanda Green (CW)
Client: Tampax P&G
Director: Jean Productions