Business Tampax goes viral for tweeting about 'their DMs'

Tampax goes viral for tweeting about ‘their DMs’


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The chaos on Twitter has people (and brands) tweeting their drafts — and some getting bolder than others.

The Tampax social team, for example, had apparently kept this one for a while.

Using the classic internet meme format of “You’re in their direct messages,” meaning approaching someone romantically plus “I’m…,” the brand tapped into its unique positionality towards its customers.

And it looks like the funny Tweet paid off. It has received more than 50,000 likes.

Tampax also quoted it a few hours later, linking it to the emotional, apocalyptic jokes that appeared on Twitter on news that some 1,200 engineers resigned from the company last Thursday.

“We refused to let Twitter shut down before sharing this tweet,” the company wrote. Others have started “mourning” the platform in Tweets.

Elon Musk completed his purchase of Twitter at the end of October and laid off half of the staff in early November. His ever-changing ideas about spreading blue ticks caused Eli Lilly and Company’s stock to plummet earlier this month after a Twitter account imitated them and tweeted that insulin was now free. This and other blunders caused several advertisers to leave the platform.

Last week, Musk wrote a memo to employees saying they had to be “extremely hardcore” and “work long hours at high intensity” to join “Twitter 2.0.” If they weren’t interested, they could be removed and given three months’ severance pay.

Related: What is ‘decentralized social network’ Mastodon and why is Elon Musk already ranting about it

Three anonymous sources told the New York Times the number of people who resigned could have been as high as 1,200 of the 3,700 remaining employees.

However, the platform is still online. And people took advantage of that to tweet about the Tampax joke.

For example, one person referred to the infamous leaked conversation transcript in which the current King Charles III joked to his then-lover, Camilla Parker-Bowles, now Queen Consort of the United Kingdom, that he wanted to be close to her like a tampon.

“*spits on drink* King Charles has 24 hours to respond,” one user wrote.

Some ripped the Tweet:

Others were working on it:

There was also a bit of corporate humor. People have famous brands to stop trying to be funny on the platform, but it didn’t stop Tampax and Always from sharing period-related puns. (The brands have the same parent company, Procter & Gamble.)

“How long have you kept these,” Always wrote. “Since last period,” Tampax replied.

The company did not immediately respond to a request for comment on the circumstances leading up to the Tweet.

Shreya Christina
Shreya has been with for 3 years, writing copy for client websites, blog posts, EDMs and other mediums to engage readers and encourage action. By collaborating with clients, our SEO manager and the wider team, Shreya seeks to understand an audience before creating memorable, persuasive copy.


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