Almost half a week has gone by since I saw the most disturbing commercial I’ve seen in a long time. Summer’s Eve Corporation’s launched the “Hail to the V” commercial campaign this summer, introducing feminine hygiene products. Perfect timing I would say, they probably had a larger audience watching what could be considered a controversial and inappropriate commercial which crossed racial boundaries to a certain extent. For those who are unaware of what happens in these commercials, visit summer’s Eve’s website at: http://summerseve.com/.
Feminine hygiene products remain somewhat an unpopular topic. According to popular TV host, Stephen Colbert; he usually fast-forwards lady ads in order to respect their privacy. What happens when a woman needs one or where she gets those products from is not a subject you are likely to hear people talking about publicly. It is embarrassing for some to be seen on an aisle where those products are sold. Summer’s Eve however felt that it was time to change the status quo. Actually in the words of their director of feminine care, Angela Bryant, “This campaign is about empowerment, changing the way women may think of the brand, and removing longstanding stigmas.”
Wonderful inspiration, advertising team, but I guess they never realized how much controversy was going to arise from the release of the commercials. In today’s world, an organization cannot afford to have a multitude of voices criticizing their ideas or products. With the availability of social media technologies such as Twitter and Facebook, those displeased voices travel across countries and continents in a matter of seconds, and sometimes causing irreparable harm to that organization.
Summer’s Eve has therefore not only suffered a failed advertising campaign, but a PR problem. Reactive PR comes in play here. I have heard several times that practicing Reactive PR is not the best situation for public relations professionals.
What is the PR person’s dilemma here? First there is some image damage caused by the commercial. Women and even men of different races may be outraged by the racial stereotypes promoted in these commercials. Why should they buy these products? Would they recommend it to their friends? Probably not. Remember word of mouth remains the most effective way of spreading a message. What message will these people be giving their friends and neighbors? Probably not one that is likely to lead to a sale of the product.
Also, when your new product hits the market and becomes an object of ridicule, you’ve got some image problems to resolve. Colbert who was also among the Time’s 100 most influential people in 2006 made a joke of the commercial. If Colbert’s viewers had missed the commercial on TV, Colbert’s review of the product informed them, and he wasn’t applauding Summer’s Eve for their bold script. I doubt how many of those viewers bought a product dissed by their favorite show anchor after watching that show.
Finally, there is the issue of trustworthiness that arose from the commercial. The commercials suggest that women are showing their bodies some love by using the products, but according to a WUSA9, a local Washington media organization, the U.S. Department of Health and Human Services Office on Women's health actually deems the use of such products as a bad idea. These products may increase a woman’s chances of getting a vaginal infection."
Bottom line is organizations should always do a test run of their commercials before they are released in order to spare the PR departments a problem-solving nightmare.
References
Summer's eve 'hail to the v' commercial may cross the line of decorum and health. (2011, July
19). Retrieved from http://www.wusa9.com/news/article/159140/283/Summers-Eve-Hail-To-The-V-Commercial-May-Cross-The-Line-Of-Decorum-And-Health
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