Kimberly-Clark launches new ‘Let’s Move On’ campaign for U by Kotex via Ogilvy Sydney
Kimberly-Clark’s U by Kotex brand has just announced the launch of a new campaign titled ‘Let’s Move On’ via Ogilvy Sydney.
Let’s Move On program acknowledges that women achieve amazing things every day, and what they achieve in life has nothing to do with periods. U by Kotex brand believes that it’s time we recognise that periods are natural, healthy and a part of life.
Says Margaret Cheung, marketing sector lead (adult and feminine care) at Kimberly-Clark Australia and New Zealand: “Our current research shows that the category is not addressing negative perceptions’ about period and giving women the confidence to be at their best. At the end of the day, women, everyday are achieving great things whether they’ve got their period or not. Unfortunately, the outdated perception when people talk about periods is still out there. We’re aiming to break through this. The role of U by Kotex products is simply to perform, so that they can.”
The advertising campaign features several high achieving Australian women including; Molly Taylor (a World Champion Rally driver), Nat Segal (an international Big Mountain Skier), and Dark Fair (an up and coming garage/rock/pop duo).
The marketing program includes a high-profile sponsorship with Channel Ten’s ‘The Bachelor,’ one of the most talked about programs in 2015 amongst the U by Kotex target consumer. The feminine care brand will also be sponsoring the widely read ‘Bachie Recap’, an online blog dedicated to talking about the show.
Let’s Move On will also be heavily focused on a digital drive, targeting young women in contextually relevant environments. U by Kotex will be partnering with ‘Broadly’, a new website that creates content specifically for young women, co-creating a range of sponsored and branded videos to support the Let’s Move On message, and celebrate the achievements of young women in Australia.
Further marketing channels will help support Let’s Move On, including online video advertising, online display ads, social activity via Facebook and Instagram, and sampling via universities, in magazines and online via our brand website.
The U by Kotex brand Let’s Move On program runs from late July.
Creative Agency – Ogilvy Sydney
Digital Agency – The White Agency
Media Agency – Mindshare
5 Comments
As an industry we have to stop this promise of empowerment. Over promise of life achievement and find another insight. It’s lazy. Samsung do it, cereals do it, deodorant do it, energy drinks do it – really, the list goes on. It’s like watching a corporate feel good video. Just empty of any idea.
How is this any different to putting a woman in white jeans on a white horse? It isn’t.
Let’s move on indeed.
Best thing out of Ogilvy since Chris Ford did name on a can.
Name on a can was Alex and Jacob.
Everyone else is a coat tailing imposter.