U by Kotex: Let's move on

U by Kotex (UbK), a feminine care brand, overtook market leaders in Australia by straying away from femcare advertising clichés and embracing its own lack of importance in the lives of its consumers.

Campaign details

Brand: U by KotexAdvertiser: Kimberly Clark AustraliaAgency: Ogilvy Australia

Introduction

This paper outlines U by Kotex Australia's 'Let's move on' campaign. It covers the campaign's two years of activity from 2016–2017 and its effects on business, brand and behaviour.

It's a story about a brand doing the unimaginable; embracing its own lack of importance in the lives of its consumers. By breaking marketing and category conventions, our campaign shot...

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