Kimberly-Clark

Leslie MacKay, Director of Brand Marketing
Denise Darroch, Brand Manager
Mitch Faigan, Senior Director Integrated Marketing

Ogilvy *Lead Agency

Alvaro Melendez, Head of Planning
Thomas Weigle, Global Planning Partner
Michelle Lee, Planning Director
Deanna Dobson, Management Supervisor
Robyn Hutman, Digital Strategist
Mel White, Worldwide Managing Director
JuanPablo Alvarez, Executive Creative Director

Mindshare *Lead Agency

Veritas Communications

Barrows

It's Me It's Not My Period
In order to grow the U by Kotex business in a flat-lining, habit-driven category, we needed to change what is essentially a routine purchase by giving our target a compelling reason to actively choose U by Kotex. We launched It's Me It's Not My Period to challenge broad reaching and deeply embedded societal prejudices about menstruation. Key to our success was shifting society's perspective of a woman's period from a source of embarrassment to a source of empowerment.