Monistat used "granny panties" in a recent ad as a metaphor for how women feel when they have a yeast infection. Now, though, after supposed complaints from the granny-panty-wearing community, Monistat is backtracking. On a new grannypanties.org website, the pharma brand—perhaps inspired by maxipad maker Bodyform's faux contrition—has issued the following heartfelt apology that's anything but heartfelt:
To the makers and wearers of granny panties everywhere, we here at Monistat offer our sincerest apologies.
By helping millions of women feel like their sexy selves faster, we've seen some unintended repercussions. We have painted your treasured unmentionables in an unflattering light, and as a result, the market for bloomers is dwindling by the day, and the international granny panty industry has fallen on tough times.
And though there will always be some who choose to allow their undergarments to ride up to their lower back for all to see, this does not mean they should be judged. Their choice of comfort over conformity is a bold one. Those very hip-huggers helped pave the way for the g-strings, thongs, and boyshorts of today.
But the days of 10-gallon skivvies and support that stretches for yards are coming to an end. And honestly, we're not all that sad to see them go.
Monistat, of course, manufactured both the controversy and the apology. But it's nicely executed by ad agency Allen & Gerritsen. Particularly amusing is the accompanying video on the website depicting a faux talk show, Box Talk with Kitty Montgomery, in which women square off from both sides of the granny-panty debate. Check out the video below.