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U by Kotex
We Got U at Walmart

RAN IN: United States

CLIENT
Kimberly-Clark

Sarah Mayo, Field Shopper Marketer
Mindy Langelin, Brand Shopper Marketer

AGENCY
Geometry Global *Lead Agency

Sarah Terry, Sr. Account Executive
Rebecca Zdarsky, Creative Director
Maria Barbera, Creative Director
Kristin Wright, Sr. Copywriter
Becky Miller, Planning and Strategy Director
Laura Wolf, Sr. Art Director


SUMMARY

In 2013, feminine care products at Walmart weren't connecting with the millennial shoppers, the category was declining, and competition was fierce.
But the U by Kotex "little black box" was ready for the challenge.  With "We Got U at Walmart", Kotex shook up category norms with a modern approach:
connecting feminine care shopping to things women actually like. The results? U by Kotex captured highly valued retail space, saw double-digit sales and share increases during key drive periods and increased brand conversion by over 3.5 points!  U by Kotex showed everyone the force they really are.

CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Digital/Interactive, Direct, Mobile/Tablet, Print, Retail Experience, Social Media

Audience: Young Women (20-35)

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English