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U by Kotex
Generation Know

RAN IN: United States, Canada

CLIENT
Kimberly-Clark

Melissa Sexton - IMP Planning Director
Edna Guerra - Commercial Program Manager
Lauren Kren - Brand Manager

AGENCY
Ogilvy & Mather *Lead Agency

Calle Sjoenell - CCO
Tara Allerton - Executive Group Director
Vicki Azarian - Group Creative Director
Doreen Fox - Creative Director
Terri Mattucci - Managing Supervisor
Katie Moran - Group Planning Director
Andrea Scotting - Creative Director


Marina Maher Communications


Geometry Global


Organic, Inc.


Mindshare


SUMMARY

U by Kotex led the fem care category in being the cool, edgy brand, but competitors were attacking us as style over substance. We needed to build meaning around U by Kotex, making it a force of genuine, positive change for girls. Taboos around vaginas damage young women, so we created Generation Know to bring about the first generation of girls who were empowered and informed about their vaginas. Hundreds of thousands of girls helped us spread knowledge, change societys views on feminine health, and increase sales 18%.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Consumer Involvement,Social Networking Applications,TV

Audience: Teens (13-20),Women,Young Women (20-35)

Objectives: Build brand equity

Type: Business-to-Consumer

Classification: Multinational

Language: English