About 18 years ago when P&G launched Whisper with Wings through a TV Ad, there was an awkward moment in our house. My mother was angry, I was embarrassed and my younger brother (around 11 years old) was supremely alert and curious. Now with two daughters of my own and a doctor husband, we don’t even react to such ads (or even more outrageous ones). My daughter, aged 5, has happily assumed that the sanitary napkin is a diaper for mummies. She also sees older people buying adult diapers with bladder control issues at our local pharmacy and has assumed this is generally the way of life.