U By Kotex
JWT New York
This is a story about how planning's ability to see fault in category communication conventions created a strategic idea that led to a truly powerful creative expression of that idea. An idea that not only engaged a new audience for the brand, delivered sales beyond expectation but also brought excitement and buzz to a category that had been buzz-less.
For the launch of UbyKotex we broke free from decades old feminine hygiene advertising conventions and created a new conversation in the category for 21st century women.
TIME TO BE BRAVE.