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Tampax: Irish Lady Products by TBWA Dublin

Client: Tampax
Date: Aug 2020
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In response to Advertising Standards Authority of Ireland’s recent decision to pull Tampax’s ‘Tampons & Tea’ advert from Irish television, TBWA\Dublin has created its own brand of ‘Irish Lady Products’, in light of the complaints made by members of the public.

The Tampax ad, which features a talk show host giving instructions on the correct way to insert a tampon, received 84 complaints. As a result, the ASAI pulled the advert on the grounds it had caused ‘widespread offence’.

TBWA\Dublin’s response advert for ‘Irish Lady Products’ features a parody tampon pack with warnings that the product may cause ‘pearl clutching and disapproving glances’. The idea came from a frank video chat discussion among staff about the ASAI decision and what it says about the treatment and censorship of women in Ireland.


Agency: TBWA\Dublin

Senior Account Manager: Aoife McCarthy

Creative Directors: Dillon Elliott & Clayton Homer

Art Director: Conor Marron

Copywriters: Matthew Moss, Blaise Hoban, Kerry Mahony

Social Media & Content Specialist: Amy Tumelty

Motion Graphics Designer: Mark Murray