The Kotex ‘U’ beaver campaign: R U 4 real?

Kotex has recently announced that their ad campaign for ‘U’ tampons in Australia, featuring the TVC above, will be continued.

When it was released earlier in the year, the ad sparked massive controversy and calls for it to be banned. Even ad agencies were questioning the choice of the American euphemism ‘beaver’ for the Australian market, especially as Aussies tend to be slightly more modest than their US peers.

However, ad agency The Brandshop has justified their choice, stating that 90% of women preferred to use a nickname for ‘down there’. With market share up from 10% to 12%, they have a case for continuing the concept.

Will Kotex win out with ‘all publicity is good publicity’? Or will the shock factor on what’s usually a discreet product wear off?