Blog of the Society for Menstrual Cycle Research

But I Thought Lightning Never Strikes Twice

August 16th, 2010 by Elizabeth Kissling

June 2010 magazine ad for Always maxi pads Procter & Gamble femcare ads are such an easy target. It’s shooting fish in a barrel.

Periods = lightning? Really? And the classic deictic euphemism, “it”, well, that just makes me tired.

At least there’s no blue liquid.

2 responses to “But I Thought Lightning Never Strikes Twice”

  1. Isn’t there some lightning brigade? Yes: Battle of Chickamauga: Colonel John T. Wilder and the Lightning Brigade

    Also: P&G Chief Wages Offensive Against Rivals, Risks Profits

    A great article about P&G corporate culture – who would have thought Napoleon Bonaparte would come into it?

    Quote: “It’s a world view that makes some sense at a place like P&G, where three of the last four CEOs served in the U.S. military. Mr. McDonald’s predecessor, A.G. Lafley, served in the Vietnam War, and liked to say that he honed his merchandising and marketing skills while working at a Navy Exchange in Japan. The company still regularly recruits service men and women, who tend to fit into P&G’s often rigid, process-laden culture.”

    What other kind of menstrual advertising could you expect?

  2. LuckyLuckyGirl says:

    I’m torn on this one. The idea “Lightening fast”, sure, I’m in. “it” striking, not so much. and I’m really excited about this guarantee on my happy period! Cause I still don’t care for them that much.

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