‘Refused to Let Twitter Shut Down Before We Shared This’: Tampax Is Going Viral for a Cheeky Tweet

‘Refused to Let Twitter Shut Down Before We Shared This’: Tampax Is Going Viral for a Cheeky Tweet

Twitter is chaotic with people (and brands!) tweeting drafts. Some are more cheeky than others.

The social team at Tampax had, apparently, been saving this one for quite some time.

You’re in their DMs. We are in them.
We are not the same.

— Tampax US (@Tampax) November 21, 2022

Riffing off the classic internet meme format of “You are in their direct messages,” which means to romantically approach someone plus “I am…” the brand made use of its unique positionality to its customers. It looks like the funny tweet paid off. It’s gotten more than 50,000 likes.

Tampax also quote-tweeted it a few hours later and tied it to the emotional, apocalyptic jokes that have emerged on Twitter, on the news that last week some 1,200 engineers resigned from the company on Thursday.

refused to let twitter shut down before we shared this tweet https://t.co/XVHHOcaZIK

— Tampax US (@Tampax) November 21, 2022

“Refused to let twitter shut down before we shared this tweet,” the company wrote. Others have started to mourn the platform through tweets.

my whole tl rn: pic.twitter.com/u6ifq0EZ2N

— (@ewgraiam) November 18, 2022

Elon Musk finalized his purchase of Twitter in late October and laid off half of the staff in early November. His ever-changing ideas on how to distribute blue check marks caused Eli Lilly and Company’s stock to sink earlier this month after a Twitter account imitated them and Tweeted that insulin was now free. Many advertisers were forced to leave the platform due to this and other blunders.

Last week, Musk wrote a memo to employees saying they needed to be “extremely hardcore” and “working long hours at high intensity” to join “Twitter 2.0.” If they aren’t interested, they can be fired and given three months’ severance.

Related: What Is ‘Decentralized Social Network’ Mastodon and Why Is Elon Musk Already Raging About It

Three anonymous sources told the New York Times the number of people who resigned could have been as many as 1,200 out of 3,700 remaining employees. The platform is still available. People took advantage of this to tweet about Tampax’s joke.

So am I but with no strings attached

— Laddison (@mrexitliquidity) November 21, 2022

One person, for example, referenced the infamous leaked call transcript wherein now-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 drinkKing Charles has 24 hours to respond,” one user wrote.

*spits drinkKing Charles has 24 hours to respond. pic.twitter.com/jUMaQCqy5Z

— P???? ??????? ??? (@petttylabelle) November 21, 2022

Some ripped the Tweet:

even if it was going to shut down I don’t think this needed to be tweeted

— Meghan Maureen (@Keggs719) November 21, 2022

Others were in on it:

By all means, Tampax, let it flow

— Tricky Woo (@TrickyWooo33) November 21, 2022

ok be honest how many people did you have to run this tweet by before you were allowed to tweet it

because it rocks

— Chairman Birb Bernanke () (@Bonecondor) November 21, 2022

pic.twitter.com/BnppnR5zqo

— mmgg. (@gangstaGURRY) November 21, 2022

There was also a bit of corporate humor. People have famously asked 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 are owned by the same parent company, Procter & Gamble. )

how long have you been saving this one

— Always (@Always) November 21, 2022

“How long have you been saving this one,” Always wrote. Tampax replied, “Since the last period.”

The company did not immediately reply to a request to comment on the circumstances leading to the tweet.

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