Fat-Shaming? Period-Shaming? This Australian Sanitary Napkin Ad Has Been Divisive

SofyBe Fresh Owner Unicharm Apologizes After Twitter Criticism

By Angela Doland. Published on Aug 27, 2015

Editor's Pick

This new sanitary napkin ad from J. Walter Thompson Melbourne sums up what it's like to have your period. You sprawl on the couch in sweats, whining into the phone, "I feel like I sat on a jam donut." You order pizza and shout at the delivery guy. You tell your cat, "I don't need you, I don't need anyone."

Thus the Australian ad for a new line of sanitary pads, Sofy BeFresh, taps into some common (if tired) stereotypes about women turning crazy during their periods. But the thing that really annoyed some viewers is that two women were in cast in the ad: a thin actress and a larger actress who plays her alter ego, the hormonal mess who takes over when it's that time of the month. On Twitter, some commenters called it fat-shaming and period-shaming. To be fair, some found the ad funny and said they related.

The products were released by Unicharm Australia, part of Japan's Unicharm Corporation, which also makes babycare and health products. The company said it "unreservedly apologizes to anyone who is offended."

J. Walter Thompson developed the product name and pack design, as well as the integrated campaign including TV, print, digital and social elements. In a statement when the campaign was released, J. Walter Thompson Melbourne creative director Tim Holmes said: "The result is a creative platform that changes the rules of periods -- say goodbye to ugh and hello to feeling fresh and clean."

Read the full story over at

Rate this Ad

You must be registered to rate this ad.
Please Login or Register Now



Aug 27, 2015
JWT Melbourne
Agency Creative Director:
Tim Holmes
Sofy BeFresh
Agency Art Director:
Luisa Paine
Agency Producer:
Jess Van Roosendaal
Production Company:
Otto Film
Brendan Gibbons
Executive Producer:
Jo de Fina
Shelley Farthing-Dawe
Post Production Company:
The Editors
Post Production Company:
Method Studios
Offline Editor:
Jessica Mutascio

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.