Blog of the Society for Menstrual Cycle Research

In fairness, in freshness: Why Men Love Whisper

February 11th, 2010 by Elizabeth Kissling

It’s not news that menstrual products are marketed with claims of how well they conceal menstruation. But usually from whom must it be concealed is implied, rather than made explicit. Not so in this new campaign for Whisper in southeast Asia. (Whisper maxi pads are known as Always in the U.S.)

The commercials and associated web sites are all about “Why Men Love Whipser.” Of course, this isn’t the first time men have been shown in menstrual product ads. Readers who grew up in the U.S. in 1970s (as I did) may remember the Midol ad that appears after the cut from teen magazines of the era. And our friend, colleague, and frequent guest contributor David Linton published a study of men in menstrual advertising from 1920-1949.

This ad series does seem a little more explicit than those examples, with the men speaking directly to the camera, and the image of the woman wearing the Whisper pad sitting on the man’s shoulders. Can anyone provide a translation of what is being said? The ad is only partially in English.

Magazine ad for Midol that appeared in American teen magazines, circa 1974.

Magazine ad for Midol that appeared in American teen magazines, circa 1974.

3 responses to “In fairness, in freshness: Why Men Love Whisper”

  1. Laura Wershler says:

    You forgot to mention she was wearing white pants. Wow! That must be some pad. Quiet, scented AND leak proof. The Midol ad is disconcerting. I don’t remember seeing that one. “Be the you he likes.” ??? Maybe, with its links to florists and lingerie shops, could use this motto: “Be the you she likes.”

  2. Glad I’m not the only one who is blogging about the “Why Men Love Whisper” campaign… I wrote about it a few days ago and from some feedback, looks like it is still not “involving” men that much based on one of the reader’s feedback. I honestly thought this was finally a “break” in the ice about the explicit, male-involved and positive nature of the WMLW campaign… at least now I can refer my reader to here to show that I’m not the only one who believes this is at least a “step in the right direction!”

    Prexus, Author of MEN in Menstruation

  3. zora says:

    My ex always liked buying my tampons; he said it showed everybody he was gettng some :) They should work that into the ads.

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