Kimberly-Clark Corporation announced the launch of U by Kotex – an innovative feminine care solution that offers bold new packaging, feminine product design and empowers women to change the conversation surrounding women’s health.
The new U by Kotex line includes tampons, pads and liners available in brightly colored and eye-catching designs, and serves as the Kotex brand’s first step in redefining the category by encouraging women to change the conversation surrounding feminine care from one of shame and embarrassment to one of open, honest dialogue.
«For the past 50 years, advertisers — Kotex included — have been perpetuating this cultural stigma by emphasizing that the best menstrual period is one that is ignored,» said Andrew Meurer, Vice President, North American Group Brands Feminine/Adult/Senior Care at Kimberly-Clark. «The way the Kotex brand will be positioned in the future will be very different. We are changing our brand equity to stand for truth, transparency and progressive vagina care. Moving forward, the tone of the Kotex brand’s marketing will adhere to its new tagline — Break the Cycle.»
«U by Kotex empowers women and young girls to challenge euphemisms that hide the truth,» said Aida Flick, Brand Director, Kotex. «As the brand that created the feminine care category more than 90 years ago, it is only appropriate that the Kotex brand is once again taking the lead in empowering women to change the conversation around the importance of women’s health.»
Stemming from a multi-agency partnership with JWT, Marina Maher Communications, Organic, Inc. and Mindshare World, the U by Kotex product launch will be supported by an integrated marketing program, which began on March 15. The campaign includes a product integration on the Tyra Banks Show, a cause-related campaign entitled Declaration of Real Talk that supports Girls for a Change, a community-driven Web site, targeted print, TV and online advertising, direct-to-consumer online communications, extensive consumer sampling and retail in-store support. The new U by Kotex product line will be shipped to major U.S. retailers beginning March 28.