U – By Kotex, Lets talk about Vaginas…

hollerlab —  January 8, 2013 — Leave a comment

Yet another extension of the campaign that has been incredibly successful for U-By Kotex (the youth oriented female sanitary brand) and Kimberly Clark overall in the sanitary pad market. the latest iteration follows on from  their initial viral success and accompanying website.


With this incarnation taking much the same tact, focussing on entertaining content  and social conversation along with professional resources for teachers, parents and even medical practitioners to tap into.



We love this campaign and think it could be quite a fertile space to explore for other health and youth oriented brands such as Durex. Engaging with youth through tongue in cheek comms to break the ice but some real substance and resource.

Since its spring 2010 launch, the U By Kotex brand has added nearly nine percentage points to K-C’s 19.5% share of the $1 billion US tampon category, and more than a point to its 17.9% share of the $1.6 billion sanitary-pad market, according to SymphonyIRI data from Deutsche Bank.


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