Kotex: Break Up

Category: Beauty Products & Services
Brand/Client: Kotex / Kimberly-Clark
Lead Agencies: Ogilvy & Mather, OgilvyAction
Contributing Agencies: Organic, Inc., Marina Maher Communications, Inc., Mindshare

State of the brand's business

79 million American women use Feminine Care products every month, making it a $3 billion dollar category in the US. (AC Nielsen)

U by Kotex (UBK) launched as a sub-brand of Kotex in 2010 and reinvented period care forever. With its little black box and bold-colored tampons, UBK introduced "girl power" swagger to a category stuck in the Stone Age. In its first year on the shelves, UBK drove brand penetration and category growth beyond expectations, with the largest share point shift in over 30 years. (K-C GMRA Category Forecast)

Kotex's mainline variant, Kotex Natural Balance (KNB), had lost the ability to resonate with 14 to 24 year-old girls. Kimberly-Clark (K-C) knew KNB's days were numbered, putting a lot of pressure on U by Kotex to bring girls into the Kotex brand. This was especially true because we know that 70% of girls, 14 to 24, stick with the brand they choose at this life stage for the rest of their menstruating years. (K-C GMRA Category Forecast)