Designed by Earle Haas who filed a patent in the 1930s, Tampax is a global tampon brand that was acquired by Procter & Gamble in 1997, it boasts of being sold in over 100 countries and according to statista, in 2018 Tampax Pearl had a leading total sale of 298 million US dollars with the closest competitor coming in at 115.4 million US dollars.
In a recent tweet from the Tampax official account, it referenced being in women and this has caused an outrage with the online community with some hashtag trends like boycott tampax. A personal opinion is that company’s like this care so much about Brand reputation and would have anticipated such mixed reaction to that comment.
On Procter & Gamble‘s (PG) chart above, you’ll notice an upward trajectory over the last 24 hours. While this is not necessarily the effect of the tweet from Tampax, it goes to show that a for-profit organization of such magnitude can afford to risk the H (Happiness - How happy are your users?) in the HEART framework because they have attained a high user Retention rate over their years in business.
Again, larger organizations measure completely different metrics and can afford to break a few things with occasional bad press.