Kimberley-Clark brand Kotex this month launches a $25 million worldwide campaign striving to unite womankind – irrespective of their cultural, geographic and demographic backgrounds – in their recognition of the san-pro brand.
The campaign, created by Ogilvy & Mather Worldwide, has already started in North and Latin America, and is slated for a European launch in March.
The ads will focus on a red dot. “When you show that red dot, without speaking a single word, women know what that means”, explained Christine Schipke, Ogilvy Chicago’s senior partner and group creative director. “It’s your period, and we’re going to call it your period.”
This new, frank tone is the result of a study conducted by Kimberley-Clark, which found that women across the world felt they needed emotional reassurance during their periods as well as promises about the product reliability.
The campaign, targeting the 15–24 age group, will run in publications such as Seventeen, Glamour, Cosmopolitan and Teen People, and during TV shows such as Dawson’s Creek.
News source: New York Times