U by Kotex: Generation Know

This case study describes how U by Kotex, the feminine hygiene brand, built a stronger emotional connection with its consumers by educating American girls about vaginal health.

U by Kotex: Generation know

Agency: Ogilvy New YorkAdvertiser: Kimberly-ClarkBrand: U by KotexCountry: USA

Objectives

From style to substance

U by Kotex launched as a sub-brand of Kotex in 2010 and reinvented period care forever. With its stylish black box and bold-colored tampons, it was the first fem care brand to look more like a fashion accessory than a medical device. And, it had an attitude to match, challenging the idea that periods were something to hide, and introducing girl power swagger to a category stuck in the '50s.

Since launch,...

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