U by Kotex: Save the Undies!
Brand: U by KotexClient: Kimberly-ClarkLead Agency: Ogilvy & Mather
Background
U by Kotex had a brand equity issue. A majority of consumers see the brand as stylish and fun, but don't equate the products to better protection and performance. K-C planned to reverse this sentiment with the introduction of U by Kotex pads with "3D capture core" technology that absorbed leakage better and faster. As part of this product launch, the client challenged us to create a program that would increase penetration with our key consumer while increasing confidence...