Kimberly Clark Australia

Fiona Kelly, Senior Brand Manager, Kimberly Clark Australia
Margaret Cheung, Marketing Sector Leader, Kimberly Clark Australia

Ogilvy Australia *Lead Agency

Carly Oakes, Senior Account Director, Ogilvy Australia
Giorgia Castello, Strategy Director, Ogilvy Australia
Jenny Mak, Creative Director, Ogilvy Australia
Nathan Quailey, General Manager, Ogilvy Australia
Rachel Taylor, Account Coordinator, Ogilvy Australia
Sheridan Turner, Group Account Director, Ogilvy Australia

You’d have to be crazy to try and launch a new femcare brand in Australia. It’s a stubborn category; with stable audience numbers, habitual brand preference established at an early age, plus there’s a firmly held perception that all products are the same. Once an Australian woman has chosen her femcare brand, she tends to stick with it for life. This paper is about how U by Kotex turned femcare upside down by acting on the insight that no one else in the category was brave enough to.