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. Within two years the brand's share had grown to third place in the category. However, growth was slow, and in 2015, UbK was still lagging behind the category's two established goliath brands: Libra and Carefree. Whilst these brands had exchanged the coveted top two positions for over thirty years, UbK had been unable to break past the third position.1