Campaign details
Brand: U by KotexBrand Owner: Kimberly ClarkLead Agency: Ogilvy, MindshareContributing Agency: Veritas, BarrowsCountry: CanadaIndustries: Feminine hygieneMedia Channels: Online video, Public relations, Social media, Websites & microsites, Word of mouth, advocacyBudget: 1 - 3 million
Executive Summary
For decades, the feminine care category has treated periods like a source of embarrassment – something that women need to be protected from and keep hidden, causing women to actively disconnect from the category as well as the brands operating in it.
While this disconnect benefited...