Are you Happy It's Here?

P&G Femcare brand for sanitary pads, Whisper, recently launched their new site, 'Happy It's Here' in Singapore. Developed by Arc Worldwide it's based on the insight according to Valerie Cheng, creative director of Arc Worldwide Singapore, "Deep down, women are thankful each time their period arrives, as it’s the sign of a healthy, functioning body. We hope to intrigue them, and initiate an open conversation and a new movement that will lead to a renewed sense of appreciation of their female cycle.”

Using gorgeous animation and cute illustrations, Happy It's Here allows users to review their cycle and understand what to expect from their period. Aimed at the younger audience - those who are new and still getting used to their bodily changes, the website is Facebook centric and allows users to express how happy they are that they have their period and also to send compliments to their friends.

Personally, no matter how cute and cool the site is, I'm still not sure I'd want to let people know that I have my period. After all, my Facebook profile is open to all my friends, boys included and I would be reluctant for the opposite sex especially to know that. Most of the time, even when older, you work hard trying to appear as though you DON'T have our period. I'd be more likely to send the compliments. After all, they won't be appearing on MY wall. The animations are extremely fun and if I didn't know the brand, I wouldn't realise that it was associated with periods.

What do you think of it?: Happy It's Here

Jam Sponge anyone?

Being naturally intrigued by all things to do with feminine hygiene, it surprised me when I came across the Jam Sponge. I have NEVER seen anything like this before. In short, it's a sponge that you stick up there and it calls upon its natural powers to absorb the blood.

In the name of duty, my Jam Sponge arrived today and unlike it's delicious counterpart, this made me feel a tad ill. I unwrapped it from the packaging and out fell a hard, hedgehog like 'thing'. My housemate, Rob, gave a girly scream and even I took a step back. My first thoughts were 'no was is that thing going up there.' For the basic package, you receive 2 sponges, one nicely presented in a garishly bright red bag. You also receive instructions, some sealable plastic bags to store the jam sponges in once they become saturated and... (now this is where it gets exciting) a badge.

The idea of this is pretty sound. It's environmentally friendly and entirely natural. You can re-use it for UP TO A YEAR. And sponges are likely to have been used as sanitary products hundreds of years ago. They have certainly be used fairly recently as contraceptives. You just have to overcome the fact you will get your hands dirty.

What most amused me was the tone of voice on the website [http://jamsponge.co.uk]

For example,

Q: How does a Jam Sponge work?

A: You simply squash it into your vagina and it soaks up the blood.

Q: Will I be able to swim and play tennis?

A: If you must, you can do anything you could do with a tampon in. Personally when I am on the blob I would rather sit hugging a hot water bottle, eating biscuits and snarling at people but each to their own. Allegedly you can have sex with a Jam Sponge in, but I have yet to try it, I will let you know when I do!

No beating around the bush (ahem).

I've decided not to trial this product myself. Who wants to volunteer?

Look after your beaver. You've only got one.

I know it's a year old already at the time of writing but this still makes me laugh. Crass and unsubtle, I bet many other creatives are wildly jealous that they didn't have the guts to pitch this to the client in the hope that it'd somehow knock them off their precious 'Delicate issue, must tread carefully' perch and they'd ok it. 

The infamous ozzie Kotex ad features an attractive woman who goes about her daily business with her pet beaver. They have lunch together, sit on the beach together and have their nails done together. 

The voice-over completes the ad with 'You've only got one. So for the ultimate care down there, make it U.'

It received much criticism. Perhaps it wasn't the best idea to air it the day after International Women's Day.

Personally, I think it's great. It's funny, controversial and would appeal to their target audience of 18-24  year olds. Shame they didn't use a pussycat.