Kimberly-Clark Corporation

Edna Guerra - Commercial Program Manager
Claire Miller - Brand Champion
Sean Nobui - Brand Manager
Melissa Sexton - IMP Planning Director

Ogilvy & Mather *Lead Agency

Jamie Prieto - President, Global Brand Mgmt.
Vicki Azarian - Sr. Partner, Group Creative Director
Doreen Fox - Creative Director, Art Director
Katie Moran - Planning Director
Andrea Scotting - Creative Director, Copywriter

OgilvyAction *Lead Agency

Samantha Sanda - Director, Shopper Mktg.

Organic, Inc.

Marina Maher Communications (MMC)

Mindshare

Feminine Care category leader P&G saw U by Kotex's (UBK) successful launch as a threat. In response, they unveiled an attack campaign targeting the effectiveness ofUBK's products, slowing trial and hurting gils' confidence in UBK. But UBK continued to zig as P&G zagged, avoiding the claims war and speaking to girls in their own voice. UBK called attention to issues in the category and asked girls to demand better by "breaking up" with their current products and trying something new. This lead to a 31% increase in UBK's sales.