U by Kotex: Generation know
Agency: Ogilvy New YorkAdvertiser: Kimberly-ClarkBrand: U by KotexCountry: USA
Objectives
From style to substance
U by Kotex launched as a sub-brand of Kotex in 2010 and reinvented period care forever. With its stylish black box and bold-colored tampons, it was the first fem care brand to look more like a fashion accessory than a medical device. And, it had an attitude to match, challenging the idea that periods were something to hide, and introducing girl power swagger to a category stuck in the '50s.
Since launch,...