This is an odd one for sure. In fact it's beyond odd, I'm surprised that Proctor & Gamble were able to be convinced that this was a good idea. Don't get me wrong though, I'm not saying it is a bad idea. I'm just surprised that the Brand Manager on this campaign was willing to go down this route. Seriously good move on thier part - forward thinking, risky and definitely leading edge!
The new Proctor & Gamble Tampax campaign is based around 16 year old Zack Johnson. Zack has the mis-fortune to wake up one morning missing his 'boy parts'. Instead Zack has 'girl-parts' and doesn't know what to do. Things get even worse for poor Zack when 9 days later he gets his period.
The campaign utilises online short video interviews with Zacks family and friends, a video-blog, a blog and a micro-blogging feed, all brought through a dedicated microsite. The campaign is not branded with P&G or Tampax but does feature regular mentions of Tampax products from the point that Zack gets his period.
The first episode of Zack's blog already has 6,036 views on YouTube, and his Twitter profile has 973 followers.