Martin Sorrell, chief executive of an International advertising company has recommended that tampon manufacturer Tampax changes its branding from ‘Feminine hygiene accessory’ to ‘Jam rags’ as part of the need to re-align consumers to the true purpose of the product with straightforward language. Sorrell commented ‘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. It worked in the 1970s and is still relevant today.’
Sorrell’s suggestions have caused many leading companies to re-think branding strategies. Superdrug have already replaced combs with ‘bug rakes’ in deprived areas, whilst Kleenex are believed to be planning a budget ‘snotwipe’ range.
Meanwhile biscuit manufacturers, Burtons, have yet to comment as to how the new branding trend will affect their popular Jammie Dodgers.