U by Kotex launches new ‘Don’t Sweat It’ TV campaign for active Aussie women via Shift
This Sunday Kimberly-Clark’s U by Kotex brand is launching a new commercial program entitled ‘Don’t Sweat It’ based on the insight that whilst 89% of girls think sweat is good, 81% think sweat patches are not via Shift.
Launching with a 30 second TVC, the new program supports the launch of new U by Kotex Sport Liners which are designed specifically to keep girls feeling fresh and dry during a workout. The liners have a sweat-dry core that helps to wick away moisture, perfect for any kind of workout.
Says Margaret Cheung, marketing manager Kimberly-Clark feminine care: “The U by Kotex brand really understands girls because we continue to talk directly to them.
“We understand that Australian girls like to stay active, however one thing they worry about is experiencing embarrassing sweat patches when exercising. The new program lets girls to know that with U by Kotex Sport Liners they can stop worrying and concentrate on more important things.”
The ‘Don’t Sweat It’ commercial program also includes partnerships with Women’s Fitness and the SLAM Volleyball event, involvement in the Sydney Health & Wellbeing Weekend and sampling via the U by Kotex website and Facebook page.
Watch out for the new TVC during shows like the Bachelor on FOX 8, Home & Away, The Block, The Project, Masterchef and House Rules from this Sunday.
Agency: Shift
Executive Creative Director: Raj Rabindranath
Art Director: Cassandra Jamcotchian
Creative Director: Dale Rhodes
Agency Producer: Ian Ford
General Manager: Kate Meyer
Copywriter: Erin Beaupre
Account Manager: Roxanne Tyler
Production House: Jungleboys
8 Comments
Why is the brief read over the action?
Kotex should develop an advertising-based version of this product that would allow agencies to work out executions without the embarrassing strategy stains.
Shoot the agency.
This has to be one of the worst and most regressive marketing ploys I’ve seen.
Rather than empowering “girls” (given the age of women in the ad seems to be mid twenties, just calling them girls is quite offensive) to “stop worrying and concentrate on more important things” this is a cynical, marketing driven attempt to create yet another avenue of body shame and fear for “girls” who frankly already have enough real concerns, like how will they grow up with any sense of worth when they are being fed completely conflicting and impossible messages about how they should feel empowered to “stay active” but never for once be anything less than perfectly coiffed.
For shame Kotex.
Shame on Kotex and Shift for supplying young women yet another reason to be ashamed of themselves and their bodies.
How on earth did you manage to twist a non event of an insight (about under arm sweat no doubt) into a product extension that women neither want nor need.
I hope the resulting brand damage reminds you of where you lost sight of reality and your audience.
Sorry but this is the most offensive add that I think I have ever seen. My husband was also watching with me and make the comment “what next do we see her lift her leg in the gym to show her period leakage”. This add actually repulsed me.
Funniest thing I’ve seen in a while, now we have another excuse with the man side of things too. More sweat glands than other areas, it’s no surprise jokes come knocking.. Sweat’s a bit smelly;) smelly things are funny don’t ya know, well my four yr old seems to agree.
Keep the light-heartedness cuming Kotex.
Funny as heck. More power to us!