U by Kotex promotes its new Ultrathins range in new ‘Ditch the cowboy walk’ campaign via Shift

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Screen Shot 2014-09-12 at 9.45.50 am.jpgThis Sunday Kimberly-Clark’s U by Kotex brand is launching a new TVC to kick off its playful ‘Ditch the cowboy walk’ campaign, via Shift, in support of its improved Ultrathins range with the new Rapid-Dry Core.

The fun new program taps into the insight that 93% of girls have experienced and don’t like the ‘gross’ feeling they sometimes get when wearing a pad, and solves this by offering girls a product which protects them whilst also keeping them dry and comfortable. In fact, nearly 6 out of 10 girls preferred the new U by Kotex Ultrathins over the market leader after trying. The brand is excited about this launch and expects that this will soon become Australia’s ‘most wanted’ pad.

Says Danielle Langer, brand manager: “93% of girls told us they don’t like this gross feeling but often feel like it’s something that they just have to put up with. We want to change this perception and show girls that they don’t have to compromise and can get on with their day without being distracted by their pad. The core focus of the ‘Ditch the cowboy walk’ campaign is to get girls to trial the new Ultrathins for themselves. To effectively reach and engage with girls, the campaign will include heavy digital activity including interactive digital mobile advertising to give girls access to free samples, humorous shareable articles created in partnership with Buzzfeed along with Facebook and Instagram promotions.”

In addition to digital activity and the new 30 second TVC, the program will also be supported by point of sale in stores and sampling at events, in magazines and online.

Agency: Shift

Director of Art: Raj Rabindranath

Art Director: Cassandra Jamcotchian

Agency Producer: Wendy Gillies

Writers: Pete Watman/Lisa O’Neill

General Manager: Kate Meyer

Account Service: Jen Clarke/Martin Colahan

Production  House: The Pound