Kimberly-Clark feminine hygiene brand U by Kotex’s new advertising campaign acknowledges that women achieve amazing things every day – and what they achieve in life has nothing to do with periods.
Kimberly-Clark Australia and New Zealand Marketing Sector Lead Adult & Feminine Care Margaret Cheung says the U by Kotex message in the ‘Let’s Move On’ campaign is that it’s time periods were recognised as being natural, healthy and a part of life.
“Our current research shows that the category is not addressing negative perceptions about periods,” she said.
“Women every day are achieving great things, whether they’ve got their period or not. Unfortunately, the outdated perception when people talk about periods is still out there. We’re aiming to break through this. The role of U by Kotex products is simply to perform, so that they (women) can.”
The campaign features high-achieving Australian women, including champion rally driver Molly Taylor, international big-mountain skier Nat Segal and up-and-coming pop duo Dark Fair’s Ramona Moore and Ellie Dunn.
The marketing program includes a high-profile sponsorship with TV program The Bachelor, claimed to be one of the most talked-about programs in 2015 among U by Kotex target consumers. The feminine-care brand will also be sponsoring ‘Bachie Recap’, an online blog dedicated to talking about the show.
‘Let’s Move On’ will also be heavily focused on a digital drive, targeting young women in contextually relevant environments.
U by Kotex will team up with Broadly, a new website that creates content specifically for young women. The partners will co-create a range of sponsored and branded videos to support the ‘Let’s Move On’ message and celebrate the achievements of young women in Australia.
Further marketing will help support the message, including online video advertising, online display ads, social activity via Facebook and Instagram, and sampling via universities, in magazines and online through the brand’s website.
