U by Kotex Launch
Category: Shopper Marketing
Brand/Client: U by Kotex/Kimberly-Clark
Primary Agency: JWT/Ogilvy Action/TracyLocke
Contributing Agencies: Mindshare, Colemanbrandworx Strategic Branding, Organic
LET'S TALK TAMPONS!
Okay. Then let's go SHOPPING for them!
Still, no? Welcome to our world.
The tampon category wasn't getting any love. Feminine care is a mature category facing flat growth. And with major pharmaceutical companies marketing drugs that reduce or eliminate menstrual periods, it's even tougher to be a brand like Kotex, the oldest line of pads, tampons and liners on the market (SOURCE: 2010 internal K-C category forecast).
In an arena where just one share point equals almost $27MM in retail sales, the stakes are high and Kotex is surrounded by competition (SOURCE: 2010 internal K-C category forecast). There's market leader P&G (with 50% of the market), and THEN, there's everyone else: Kimberly-Clark, Johnson & Johnson, Energizer Corporation and Store Brands, all vying for second brand status (SOURCES: Mindshare Media Competitive Analysis, AC Nielsen Scanner Data).