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On Women’s Day, Coop Prix launched the “Mens Club” campaign, offering a 25 percent discount on men’s products like sanitary pads and tampons.
In connection with this, they wrote an article on their website that will be a guide for men when their boyfriend is menstruating.
Several have now responded to the advice. It says, among other things:
“Once a month, maybe your partner is more reminiscent of a fire-breathing dragon than the bubbly person you fell in love with?” Don’t despair, here’s the advice you need, and answer what you’re wondering. “
– You don’t have to bleed to think it’s strange.
Agnihotri says he doesn’t understand if the article was written about nonsense or not.
Photo: Maria Olivia Rivedal / NRK
Tamanna Agnihotri is the host of the NRK series “Mensen”.
– I understand that the intention here has been good. They want to report on how the partner can line up, but then they have completely missed the execution.
She thinks it can be degrading to women who don’t recognize themselves in this stereotype
– The stereotype that women have mood swings is not something you want to hear. Not all women suffer from it either. I’m really getting more sad than angry.
– I don’t feel in deciding how to talk about menstruation, but I think calling some fire-breathing dragon is not the way to go, she says.
Later in the article, it is also recommended not to comment on the symptoms and joke with your friends.
“Small talk can suddenly end in a heated argument where it suddenly feels like talking nonsense to a stubborn donkey.”
All PR er god PR
Håkon Njøten is a university professor at Kristiania University College. He thinks this must be a PR stunt.
Njøten believes that the intention has been good.
Photo: Morten Vee
– I think they almost must have done this to create rumors and be controversial.
According to Njøten, it is difficult to measure whether these stunts work.
– Leads to increased brand awareness, but can lead to losing top users in the long run. It is difficult to measure, so you have to weigh the short term against the long term.
Lies on the surface of the toad
Coop communications chief Harald Kristiansen says the article was made after comments from men who wanted guidance on how to behave when women menstruate.
– The text was meant to be humorous, but we see that with the reactions that have come, this was a real boom.
Coop Prix removed the article after being contacted by NRK.
According to Kristiansen, the goal was to make menstruation a natural thing to talk about and break taboos.
– It was not really our intention to offend anyone, writes in an email to NRK.
Was this a PR stunt?
Not at all. The campaign is so good on its own, so this was just a record boom that we learn from.
