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U by Kotex
The Period Projects

RAN IN: North America

CLIENT
Kimberly-Clark

Melissa Jacobs, Brand Champion
Lauren Kren, Senior Brand Manager

AGENCY
Organic, Inc. *Lead Agency

Crystal Boersma, Creative Director
Tricia Hoover, Producer
Lina Brda, Manager, Delivery
Andrea Steele, Account Director
Chad Haus, VP, Strategy


Mindshare

Lance Whitehead, Director


Geometry Global

Fiona Noone, VP, Account Director


MMC

Parris Bowe, Group Senior Vice President


SUMMARY

Even in 2016, periods are taboo. The Femcare category perpetuates this stigma with outdated euphemisms and blue liquid demonstrations. No surprise, millennials have tuned out. Yet the desire to impact change is in their DNA, and they expect brands to do the same. So while other Femcare brands continued to talk at her, we empowered her to create real change in a category she thought wouldn't. Not only did we change how society talks about periods, but, together, we provided thousands of donations for those in need.

CASE STUDY

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CASE VIDEO


Hero Medium: CONSUMER INVOLVEMENT/USER GENERATED

Medium Featured On Video: CONSUMER INVOLVEMENT/USER GENERATED;Consumer Generated (Consumer Involvement/User Generated);WOM (Consumer Involvement/User Generated);DIRECT;Email;ECOMMERCE;EVENTS;INTERACTIVE/ONLINE;Brand Website/Microsite;Digital Video;Display Ads (Interactive/Online);Geo-based Ads;Mobile/Tablet Optimized Website;PR;PRINT;Magazine - Digital;Magazine - Print;SEARCH ENGINE MARKETING (SEM/SEO);SOCIAL MEDIA

Audience: Young Women (20-35)

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English