Kimberly-Clark

Kanchan Patkar, Kotex Brand Champion
Edna Guerra, Commercial Program Manager
Melissa Sexton, IMP Planning Director
Gulen Bengi, VP, Central America and Caribbean Region

Ogilvy & Mather *Lead Agency

Vicki Azarian, Group Creative Director
Jaclyn Marinese, Copywriter
Sura Zaatari, Sr. Planner
Suzanne Roath, Acct. Executive
Tara Allerton, Executive Group Director

Geometry Global

Organic, Inc.

Mindshare

Marina Maher Communications

In its third year after launching with a bang, UbyKotexs sales began to plateau. To move beyond challenger brand position, UBK needed to topple the immense levels of trust in the category leaders Always and Tampax. Trust that was based on erroneous beliefs in products that actually fail girls on a staggeringly regular basis. In an unprecedented approach, UBK exposed the truth. We gained 23% in trust equity and over half a share point on Always- an amount totaling $18.9 million in the first 5 months of the campaign.