How To Say "We're Sorry"
New Coke, The McDLT, Pepsi Clear… we’ve seen big brands make some big blunders over the years. Now enter O.B. tampons. In case you missed this integrated campaign from earlier this year, I thought I’d take a moment to revisit.
First, I must freely admit that I’m not what you would call an expert in the world of feminine hygiene product marketing, nor would I fit the description of an O.B. target consumer. However, O.B. has caught my attention in a big way with this campaign, and I thought I’d share as it is one of the cleverest ways I’ve seen a company react to public outcry.
Apparently O.B. had made decision to discontinue their “ultra” product earlier this year not realizing how popular the product was among a very dedicated part of their core consumer. The backlash was such that O.B. was forced to admit the mistake, and started working hard to put O.B. ultra back on the store shelves.
To admit their error and to promote the fact that O.B. is listening to the consumer - O.B. issued an apology… and made the apology very personal.
Please click here to experience the apology for yourself. (Note to guys: enter a female name to enjoy the full scope of this integrated effort… males are not their target demo obviously).