There are two ways for brands to react to negative feedback on their Facebook pages: They can go on the defensive, or they can have a little fun with it, taking into account that all publicity is good publicity. Bodyform chose the latter.
British Facebook user Richard Neill posted the following rant on the sanitary napkin brand’s Facebook page Oct. 8 (unedited):
As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things ,I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy , no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving , gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform
Bodyform countered with a video response from CEO Caroline Williams. The catch: Caroline Williams is a fictional character, and not the company’s actual chief executive. The introduction to the video read:
Hi Richard. We loved your post on our Facebook page. We are always grateful for input from our users, but your comment was particularly poignant. If Facebook had a “love” button, we’d have clicked it. But it doesn’t. So we’ve made you a video instead. Unfortunately, Bodyform doesn’t have a CEO. But if it did, she’d be called Caroline Williams. And she’d say this.
Do let us know if we can help you further…
The Bodyform Team
Fart consultant: Mike Koenig
Readers: What did you think of Bodyform’s response?