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 Kotex Advertiser: Kimberly Clark Australia Agency: 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 an

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