Research in support of Kimberly-Clark’s introduction of U by Kotex (UBK) Fitness needed to focus on two concerns that played decisive roles in the launch:
- building authenticity;
- debunking stigma about women exercising during their menstrual cycles.
And a digital pre-shop strategy further revealed that coordinated online influencer content could help the brand find its place on drug-store shelves, racking up early engagement with tips, insights and information that women found valuable and entertaining.
“I know what you’re thinking,” Greg Kearns, Kimberly-Clark’s brand manager of shopper marketing for Walgreens, told delegates at the P2P Summit in Chicago, an event held by the Path to Purchase Institute. “‘Oh, yeah, these soft-number types of things increase purchase intent or brand awareness.’