U launches 2nd 'Leakage Freakage' spot via Shift
UPDATED TO INCLUDE NEW SPOT Kimberly-Clark's U by Kotex brand is launching a new campaign entitled 'Leakage Freakage' this Sunday 12 August via Shift.The campaign promotes the new U by Kotex Ultrathins Pads range with innovative Anti-Leak Side Guards and a fast absorbent blue core for increased absorbency, which actively protect against leaks.
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The TVC shows the unwritten rules girls follow when they have their
period to avoid being seen with a potential leak like wearing black,
staying close to the bathroom, avoiding white seats and practising the
'back to the wall shuffle'. It explains girls can forget the rules
altogether when using U by Kotex Ultrathins Pads with Anti-Leak Side Guards.Margaret Cheung, marketing manager Kimberly-Clark Feminine Care says this latest execution continues to show that U by Kotex is a brand that really understands girls.
Says Cheung: "We know girls worry about leakage and this latest campaign uses the fun, edgy personality of the U by Kotex brand to demonstrate that girls can feel confident when using U by Kotex products."
A second 'Leakage Freakage' TVC will launch the following Sunday 19 August to promote U by Kotex Tampons with the 'last line of defence' feature, an additional blue absorbent layer at the base of the tampon that also helps prevent leakage.
The TVCs will be supported by a national television, print and digital advertising campaign 'Leakage Freakage' is the latest execution in the U by Kotex 'U Know What Works' campaign created by branding agency shift following the successful 'Daggies', 'Leakage Paranoia' and 'FOMO' campaigns.
Agency: SHIFT
Agency Producer: Wendy Gillies
Production Company: PHOTOPLAY
Director: Lucinda Schreiber
Producer: Florence Tourbier
Director of Art: Raj Rabindranath
Art Director: Cassandra Jamcotchian
Writer: Dale Rhodes
General Manager: Kate Meyer
Account Manager: Roxanne Tyler
Post Production: Resolution
Media Agency: Mindshare
nice work lucie, good to see you're mixing your animation with people these days! D
Huge pats on the back guys. You've managed to make young women even more paranoid about something that's fairly unpleasant to begin with simply in the name of shifting your product. What a way to sell. Real classy. Hats off.
Wow, that's ... rubbish.
After another ground-breaking san-pro ad, I can't wait for the year two integrated campaigns: Love your Leakage. MY discharge. We are bleeding.
Beef Flex.
Why would anyone PR this? Never mind put you name on it. Bring back Monty!
The execution does well for brand image, but I've always wondered whether marketers in this category are stuck in a world where the category memes just get passed from brand manager, to brand manager, to brand manager, and no-one questions them. Because "that's what consumers want".