U by Kotex Fitness finds power in the pre-shop

Mary Connors

Kimberly-Clark, the health and personal care giant, found that reaching female consumers in the pre-shop phase was vital when launching U by Kotex Fitness.

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...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands