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Kimberly-Clark begins Save The Undies campaign

Kimberly-Clark has begun a new campaign in support of its Kotex line of feminine care products. The 13-week campaign, called "Save The Undies," will be conducted in association with television properties MTV, Much and E, as well as online property Vevo. The initiative consists of a series of videos featuring television and online personalities Liz Trinnear, The Baker Twins, Tasha Leelyn and Maripier Morin. Thirty-second commercials will air on MTV, Much and E, accompanied by one-minute videos on and 15-second sponsored videos on Instagram.

The campaign also includes an online contest component, the winner of which will receive a trip for two to Los Angeles to attend the MTV Movie Awards. The contest will also form the basis for a commercial that will air during the broadcast of the awards. The effort will also include weekly prizes.

The campaign was developed in association with Mindshare Canada and Ogilvy & Mather. MTV is a division of Bell Media.

"U by Kotex is proud to help cultivate open and honest conversation among women about periods," said Denise Darroch, brand manager at Kimberly-Clark. "Women across Canada lose millions of pairs of underwear each year due to failed period protection. U by Kotex offers a full line of feminine care products that provide outstanding protection and unique designs for every woman, helping to save the undies."

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