U By Kotex

JWT New York broke free from old feminine hygiene advertising conventions in order to successfully launch U by Kotex, Kotex' new line of tampons, pads and liners.

U By Kotex

JWT New York

SUMMARY

This is a story about how planning's ability to see fault in category communication conventions created a strategic idea that led to a truly powerful creative expression of that idea. An idea that not only engaged a new audience for the brand, delivered sales beyond expectation but also brought excitement and buzz to a category that had been buzz-less.

For the launch of UbyKotex we broke free from decades old feminine hygiene advertising conventions and created a new conversation in the category for 21st century women.

TIME TO BE BRAVE.

When...

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