Wilson and West (1981) defined ‘unmentionables’ as products, services or concepts that, for reasons of delicacy, decency, morality or even fear, tended to bring about reactions of embarrassment, distaste, disgust, offence or outrage when mentioned or marketed openly. These unmentionables have been described as controversial or taboo products, such as cigarettes, as well as personal hygiene products (period products and incontinence products), sex-related products (sex toys, condoms, erectile dysfunction products and lubricants) and certain types of medical treatments (haemorrhoid creams, abortion, vasectomy and sterilization) (Wilson and West 1981; Prevel Katsanis 1994). Even though these types of products may be considered unacceptable by some, millions of dollars are spent on advertising products from vaginal cream and toilet seat sanitizers to sexual lubricants and lice shampoos.

Furthermore, the world is constantly changing and while, in many regions, attitudes towards products previously considered unmentionable do not endure, it is notable that new products and services become ‘unacceptable’ as attitudes, beliefs, social and cultural norms evolve (Prevel Katsanis 1994). Fur coats, widely worn as a fashion item and status symbol in the US and UK from 1920s, are no longer considered ‘politically correct’ and have largely been rejected by consumers. The fur look has mainly been replaced by faux fur. Increasingly, luxury brands from Gucci to Coach are turning their backs on fur, and London Fashion Week is also a fur-free zone (Watamanuk 2019). Tuna that is not ‘dolphin safe’ is another example of a product moving into the unacceptable category, and there are many emerging contraventions of environmental principles that affect the acceptability of products and services. 

In this case study we explore the different types of advertising appeal used when communicating the benefits of unmentionables, and the challenges brands face with this type of advertising......

Questions 

1. What are some of the unique challenges associated with the advertising and promotion of unmentionables? Highlight the main message and media recommendations you would give brands attempting to market an unmentionable product or service. 

2. Outline your views on the ‘Tampax and Tea’ ad. Visit the ASAI website (www.asai.ie/complaint/health-and-beauty-13), and read the complaints made about this ad and the advertiser’s response. Based on this, do you think Tampax is to be applauded for normalizing periods, or was it just using shock-inducing tactics for commercial gain? 

3. Use secondary research to learn more about the Durex #FitMatters campaign. Based on your findings, what are your views on the campaign, and the message and media choices made? 

4. Again using secondary research, provide an example of one unmentionable brand you think has used marketing effectively to communicate its offering and one that has failed in its approach.

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