I have always driven my family nuts by analyzing the strategy behind various marketing communication programs or products.

I can’t watch TV without devoting too much analysis to the commercials.  I often say aloud whether or not I think an ad worked or how it was made or what creative technique was used to get my attention.  So basically, I don’t watch TV anymore.  And I am in good company because stats suggest less and less people are watching TV and more are searching for both information and entertainment online.  Which is why I feel compelled to give huge kudos to the marketing minds behind the Johnson & Johnson “Triple Sorry” campaign for O.B. Tampons.

OK fellas, bear with me.  Sometimes, I see something that reminds me of why I love this business.  And this week, it was the “Triple Sorry”.  But as is my folly, instead of just appreciating it, laughing, and wanting to share it with my women-folk, I analyzed the strategy behind it.  I have no inside information on the success, but I do have 25 years of thinking about marketing communication strategies and based on that, I think it’s brilliant.

Here’s the short of it.  Johnson & Johnson failed to provide adequate stock of O.B. tampons, retailers could not stock the shelves, and loyal customers could not find the product for a period of time.  What is clearly a marketing and sales crisis that likely resulted in a decrease in sales, frustration and loss of trust among retailers and customers turning to other products, the “Triple Sorry” addresses crisis management, brand loyalty, incentive marketing and will probably result in increased sales — all through an online, personalized apology.

But its not just an apology.  It’s everything many women would want — being serenaded by a handsome fellow (wearing white pants no less), showers of rose pedals, white doves and the expression of commitment tattood on your guy’s bicep.  This comes all as a way of expressing an authentic apology directly and personally to each and every customer and offering to earn their trust again through a plea to give “O.B.” another try.

It’s the kind of brilliant that makes me wish I could have been part of the team that went through the strategic planning process of knowing what they needed to accomplish, what the customer needed to respond and how to deliver it in a way that is consistent with the company / brand equity.  I know once these key questions had answers, the creative brainstorming would have been both free and intense.  And to have a client that put the problem on the table and did not restrict the marketing experts from creating a solution — it’s what all of us in this business dream of every day we come to work.

Visit obtampons.ca/apology — type in your name or that of your favorite gal — and be patient while it gets up the nerve to say “I’m sorry”.