Hasta La Creative!

The Sydney Morning Herald is reporting that the “Down-Under” “Beaver” ad campaign for Kotex won’t be getting the ax, even with 150 complains since the ads began airing earlier this year.

Research found that 90 per cent of women have a nickname for their genitals and “beaver” was one of 181 recorded. “We realised that was how they [women] were talking

“It was none of this stuff like running along beaches and riding horses,” said Mr Larkin, referring to euphemistic images used in sanitary pad ads. “We will stand out by being natural, is what we told them [the advertiser].”

Anastasia Barlas, divisional manager, adult and feminine care at Kimberly-Clark Australia, said of the campaign: “All we were doing was to try to make women feel comfortable about talking about their vaginas. The beaver is an icon that we created but it is too early to say … we need to see the concepts when they come back.”

Even though the campaign has driven Kotex’s share of the $250 million market by two share points to nearly 12 per cent in a year, don’t expect to see the ads in Europe or the Americas, as they feel it’s a very “Australian ad”.

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