Holland & Barrett's Ad: Fuelling the Conversation or Falling Short?
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If you’re an avid reader of our #FridayAd series, then you will know we don’t tend to shy away from talking about the good, the bad and the ugly in the advertising world.
Outside of nerdy endocrinology circles, the concept of being “hormonal” is laden with misogyny and misunderstanding. Like “hysterical,” the word hormonal is rarely used to describe a man or his actions. It’s always those of us with X chromosomes who get to carry it.
Which is why it’s the perfect world to reclaim. To own. To find power in.
?But it’s also why this week's #FridayAd is disappointing.
Davina McCall and her tribe have created a great wave of change around “the change” and women’s health in general. Holland & Barrett could’ve ridden on those coattails (sorry for the mixed metaphor) with this ad. But no, they didn’t create the rally cry this idea is begging for.
People born female fight their hormones from almost day one. They change us, rebel against us, imprison us, and eventually free us. But the word “hormonal” is mostly used as an insult to minimise our struggles or even deployed as an excuse for our empowered, feminist voice.
How many of us have heard “someone’s a bit hormonal,” or “she must be on her period” at some point in our lives?
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Hormones rule our lives and we’re only just beginning to take back control. #WombStories by Bodyform ( Essity ) is a perfect example of this call to arms.
I get the feeling Holland & Barrett wants to carry on that work, briefed an agency, got a great idea and then dropped it 10 yards shy of the goal line. Surprising given the great work they did with Me.No.Pause.
As passionate advocates of women’s health, we are pleased to hear that Holland and Barrett are providing resources and information through their stores and staff – training over 600 ‘women’s health coaches’ to offer crucial advice and support.
A powerful campaign or not quite there? We’d love to know your thoughts!
Marketing Director Ex CARLSBERG, NESTLE, DISARONNO AND GSK
10 个月I agree Fiona, what’s the behaviour change that they’re trying to achieve from this…that women should think about their hormones on a daily basis? What might have been a more impactful strategy would be to dramatise how the 600 women’s health coaches help to inform, support and make shopping for wellness products much easier and the positive impact that this has on women’s lives.
Founder and CEO @Brand Champions | SOS Emergency Marketing Resource | Obsessed with insights to drive strategy | Specialists in Healthcare, Travel and Hospitality
10 个月Hmmm not sold either it’s like they tried to tick so many boxes within diversity they ended up just making a wallpaper ad, rather than one that cuts through and packs a punch.
Would love to know the creative story behind this campaign. My gut says the agency tried really hard to push a great idea and “design by committee” massacred it. It’s a proper eye roll, FFS kinda ad so can’t imagine the creatives are thrilled with the end result. Wonder how it tests with the likes of System1? They’re always making me eat my words!?
I would say it's a bit "meh". My reaction is "So what? What are you expecting me to do?"