U by Kotex: Generation know

Agency: Ogilvy New York
Advertiser: Kimberly-Clark
Brand: U by Kotex
Country: 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, U By Kotex led the category in being the "modern, cool, edgy brand"i that really gets girls. But competitors were trying to turn that against us, belittling our brand as style over substance by running ads with lines like, "At a moment like this, I don't care if my tampons came in a little black box."