U by Kotex Targets Girsl who Have a Fear of Missing out

As part of the ‘U know what works’ campaign, Kimberly-Clark’s U by Kotex brand is launching a new ad campaign in Australia that features a video directed at girls who have FOMO, a ‘fear of missing out’.

According to the brand research, 94% of girls have such fear and U by Kotex that previously called on women to not hide the truth, now is intended to help them overcome FOMO.

The FOMO TVC video created by branding agency Shift features the brand’s Nude Liners product. It resembles a comedy movie trailer and features four young female fashionistas who try to be everywhere and attend all parties. The new ad premieres on July 8 nationwide and will be supported by sampling and online content.

Margaret Cheung, marketing manager, said: “With the explosion of social media, location-based tools and mobile devices like smart phones, it’s no surprise that U by Kotex girls have FOMO.”

“The exciting new campaign shows them that with thin and discreet U by Kotex Nude Liners they can be assured they’re prepared for anything so they never have to miss out.”