Campaign details

Advertiser: Kimberly Clark
Brand: U By Kotex
Agency: Marina Maher Communications (MMC)

Situation Analysis

The life of the newly independent millennial woman is in a constant state of change. She's moving into her first apartment, starting college or her first job, and making some first time decisions on her own that will ultimately become lifelong habits and practices. But, there's one thing in her life that's not changing - her period products. Her mother likely introduced her to her first period product brand during puberty and because she thinks all period product brands perform the same, she's never been compelled to switch to a different one. She does, however, have a lot of ideas about what's wrong and how to make things better when it comes to period products and periods, in general. From the shopping experience and social stigma to limited access for some, she is calling for a change.