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 launch a new femcare brand. It’s one of the world’s most stubborn categories; with stable audience numbers, brand preference established from an early age, and a firmly held perception that all the products are all pretty much the same. Once a woman has chosen her brand, around the age of 16, she’ll stick with it for life. This paper is about how U by Kotex destabilised a notoriously stable category, threatening a sleeping giant, and acting on an insight that no one else would.