U by Kotex Debunks Myths With New Campaign
Is it risky to promote products for that time of the month to teenagers by speaking frankly -- instead of, well, showing summer dresses, flowers and
fields of green? Kimberly-Clark's Kotex sub-brand for younger girls, U by Kotex, thinks not. A new campaign that focuses on digital elements is an effort to build on the brand's straight-ahead
approach to the product, which launched as a designer-packaged item in 2011 with the tagline "Break the Cycle."
The campaign also aligns with the company's broad approach about avoiding cliches when it comes to a range of products dealing with physiological issues nobody really wants to talk about, at least in public.
Specifically, the new effort, "Generation Know," is aimed at dissolving myths and misinformation around vaginal health and wellness. The campaign begins with TV ads that launched Monday, and a redesigned Web site (www.GenerationKnow.com) where girls can get the facts, pass along knowledge and take part in projects intended to -- in the company's words -- "Create social change."
There are also online documentaries featuring real girls who are active in talking about the issue, an extension of a partnership with "Girls For A Change."
Lauren Kren, U by K brand manager, tells Marketing Daily that the essential message of the brand hasn't changed since it launched. "It's been about giving girls a voice. This campaign is in line with the essence of the brand." The campaign is via Ogilvy & Mather New York, Organic, Marina Maher Communications, Mindshare and Ogilvy Action.
She explains that the campaign comprises a TV spot in 15-, 30- and 60-second formats. The ad shows real girls debunking myths about menstruation and other vaginal-health issues.
Kren says there are point-of-sale elements to the campaign, including a retail sweepstakes program, and there are various partnerships. The company did research last year that helped shape the campaign, per Kren. "We got a lot of insights around girls' awareness and understanding. We found that about 50% of girls have a hard time separating myth from fact." She adds that a lot of girls believe one can lose one's virginity by using a tampon; PMS is entirely psychological; you can't get pregnant when you are menstruating, and even that during that period of the month, you shouldn't go camping where bears roam.
The media focuses on youth-skewing programming like MTV, Entertainment, and digital properties like WebMD and BuzzMedia. There will also be "Girls for Change" events in 10 cities -- eight in the U.S. and two in Canada.
Recent Marketing Daily Articles
-
Skyy Launches 'Be Part Of The Art' May 21, 5:57 a.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Miller64 Partners With Former Pro Athletes May 20, 10:30 p.m.
Miller64 is launching "GO64," a summer-long initiative that will include local events, celebrity appearances, giveaways and ... -
Vespa Looks Back: 50 Years Of 50cc's May 20, 4:36 p.m.
Vespa has been tooling about since the ’40s, and sidelining as a movie star since the ... -
Industry Satisfaction Lagging, But Improving May 20, 4:02 p.m.
For the first time in years, the telecom industry is seeing improved customer satisfaction scores. But ... -
OMMA Social: Macy's Looks To Social For Connection May 20, 3:25 p.m.
Macy's is using social to connect with customers. That, said Jennifer Kasper, VP of digital media ... -
4 Types Of Marketing Cultures: How Fast Is Yours? May 20, 9:16 a.m.
Marketers everywhere may be talking about creating a fast-moving culture of innovation, but most CMOs will ... -
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ...
Be the first to comment on "U by Kotex Debunks Myths With New Campaign"
Leave a Comment