U By Kotex

JWT New York broke free from old feminine hygiene advertising conventions in order to successfully launch U by Kotex, Kotex' new line of tampons, pads and liners.

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.



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