Brand: U by Kotex
Brand Owner: Kimberly Clark
Lead Agency: Ogilvy, Mindshare
Contributing Agency: Veritas, Barrows
Industries: Feminine hygiene
Media Channels: Online video, Public relations, Social media, Websites & microsites, Word of mouth, advocacy
Budget: 1 - 3 million
For decades, the feminine care category has treated periods like a source of embarrassment – something that women need to be protected from and keep hidden, causing women to actively disconnect from the category as well as the brands operating in it.
While this disconnect benefited the market leader who could rely on salience and loyalty for U by Kotex, a challenger brand, it posed a problem. In order to grow volume and share, the brand needed to establish a strong relationship with its target audience, by being perceived as meaningful and different.