Fb-logo-2000x2000
Twitter-logo-2000x2000
Linkedin-logo-2000x2000
X

You can view videos online by purchasing a subscription. Videos are not available for download. Some cases only have a video. If there is no written PDF, only the video is available for the case. Subscribe here

X

  • Slide 0
  • Slide 1
  • Slide 2
  • Slide 3
  • Thumb 0
  • Thumb 1
  • Thumb 2
  • Thumb 3

U by Kotex
U by Kotex Launch

RAN IN: United States

CLIENT
Kimberly-Clark

Deborah Hannah, Integrated Marketing Planning Director
Aida Flick, Brand Director
Melissa Sexton, Integrated Marketing Planning Director

AGENCY
JWT/OgilvyAction *Lead Agency

Tiffany Ritz, Senior Account Executive
John Waldschmidt, Creative Director
Nicole Seifert, Creative Director
Mike Lawrence, Senior Copywriter
Kathy Kluchurosky, Director, Production Services
Shelbie Stewart, Account Supervisor
Katie Butler, Executive Creative Director


TracyLocke *Lead Agency


Mindshare


Colemanbrandworx Strategic Branding


Organic


SUMMARY

The feminine care category was old, tired and boring. Girls didn't like shopping for pads, tampons and liners, and retailers didn't like displaying them anywhere other than the fem care aisle. To make matters worse, category communication was stuck in the 1950s, completely out of sync with millennial girls. It was time to get real. The U by Kotex launch broke down decades-old feminine hygiene category conventions and created a brand fit for 21st century women. We made Kotex relevant again. Maybe moreso than ever.

CASE STUDY

New-pdf-icon

CASE VIDEO


Hero Medium: Packaging

Medium Featured On Video: TV, Interactive, Print, Direct, PR, Retail Experience, Cinema, Guerrilla, Events, Packaging, Product Design, Sponsorship

Audience: Connect with a new audience,Launch or relaunch a brand/product,Speak to women, Speak to Teens ,Speak to Young Women

Type: Business to Consumer

Classification: National

Language: English