U by Kotex: Let's Move On

U by Kotex (UbK), a feminine hygiene brand, produced a TV and social campaign in Australia that broke category conventions by showing that women can achieve cool things, whether they're on their period or not.

Campaign details

Agency: Ogilvy Australia

Executive Summary

This paper outlines U by Kotex Australia's 'Let's Move On' campaign. It covers the campaign's two years of activity from 2016-2017 and its effects on the business.

This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.

Total Campaign Expenditure

What was the strategic communications challenge?

In 2003, Kimberly Clark's feminine-care brand, U by Kotex (UbK) was launched in Australia....

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