o.b. tampons is really (really) sorry

It’s been a year, but o.b. tampons is reaching out to thousands of women who were left high & dry when their favourite tampons were abruptly pulled from the shelves. Yes, it’s true – this time last year, there was a tampon-induced uproar in Canada.

o.b. website (Canada)

In September 2010, o.b. tampons began going missing from the shelves. At first, it was only extra-absorbent o.b. Ultra, but soon women were turning to hoarding as all varieties of o.b. tampons began to disappear. In a show of true brand loyalty, the women who rely on the applicator-free o.b. tampons each month began to turn on the brand…and its representatives.

Meanwhile, an online petition threatens the company with a “girlcott” should it fail to bring back the Ultra. “I wish they all start menstruating profusely, men and women alike who were involved in the decision,” writes one woman. “Karma, hear me!” – Maclean’s 

While the brand was initially cagey about where the tampons had gone and when, if ever, they’d be back (they started returning to the shelves in the spring), they’ve finally begun to make amends with their customers…and they’ve done it in a song.

At http://obtampons.ca/apology, a hunky, Irish-looking guy sits down at a white piano in a meadow to apologize profusely for the missing hygiene products. The best part? It’s completely personal.

Without giving away too many secrets (you really do need to watch this video for yourself), here’s how it worked:

Step 1: Hunky guy

The hunky guy and catchy tune draw you in …

Step 2: personalized petals in the sand

Rose petals in the sand? Spelling out my name? Tell me more…

Step 3: Tattoo

Tattoos – the ultimate sacrifice. You know they mean it when…

Step 4: they're really really sorry

Say it with a card…

Step 5: coupon!

…seal the deal with a coupon! (and doves…and a triple rainbow)

There you have it. It may have taken a year, but this was a great PR move on o.b.’s part. It’s no secret that personalized, slightly gimmicky videos tend to grow legs online. The video is inherently shareable and the coupon draws (Canadian) users of the product back into the stores. For those who don’t use it, the coupon is an incentive to see what all the buzz is about without the financial commitment.

Do you think this was a good move for o.b.? Do you think their customers will welcome them back with open arms or continue to “girlcott” them?