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

STRATEGIC CHALLENGE

LET'S TALK TAMPONS!

No?

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).