Kimberly-Clark

Andrew Meurer, AFC, Head of MarketingAida Flick, Kotex Brand Champion

JWT *Lead Agency

Merrie Harris, Global Account Director
Gabriel Goldberg, Account Director
Sarah Barclay, Executive Creative Director
Georgina Hoffman, Creative Director
Samira Ansari, Creative Director
Yangjie Wee, Art Director
Yusuf Chuku, Global Planning Director
Sarah Daggar Nickson, Senior Planner

Organic *Lead Agency

Mindshare

Marina Maher Communications (MMC)

The problem:Kotex was an "old fashioned" Brand in a category that was ruled by big spending Brands (with more money than us), where interest was low, and where switching to new Brands is lower. Our objective: Steal share in a category where stealing cateory share is difficult by doing nothing less than transforming a Brand created in our grandmother's youth into one that could appeal to millenial women. After 4 months sales were 66% above goal, consideration for the Kotex Brand leapt from 38% to 70%, we earned 601 million media impressions far surpassing the original client goal of 150 million.