U by Kotex: Break the Cycle

Category: Influencers
Brand/Client: Kimberly-Clark U by Kotex
Primary Agency: Organic, Inc.
Contributing Agency: JWT New York

STRATEGIC CHALLENGE

Kimberly-Clark (K-C) is leading the world in essentials for a better life. With well-known family care and personal care brands such as Kleenex, Scott, Andrex, Huggies, Pull-Ups, Kotex, Poise and Depend, Kimberly-Clark holds the Number 1 or Number 2 share position globally in more than 80 countries.

For years, feminine care companies have disseminated shame-based, condescending campaigns that don't show the aches and pains of menstruation in their actual form. Menstruation, a healthy, perfectly normal body function women have been experiencing for millennia, has been cast as the villain for far too long. Shame-based product marketing tactics have only promulgated negative connotations towards their own bodies.