Kimberly-Clark conducts U by Kotex campaign
By Adnews Staff
Kimberly-Clark has begun a new campaign for its U by Kotex line of feminine care products called "It's not my period." The digital campaign is intended to counter public perception that women feel or behave differently during their periods. The effort consists of two online videos, digital advertising, additional online materials at <http://www.ubykotex.com> and social media activities. The campaign was developed by Ogilvy & Mather of Toronto, in association with Mindshare and Veritas Communications.
"This was an idea born in Ogilvy Colombia and brought to life with us here at Ogilvy Toronto," said Ian MacKellar, chief creative officer at Ogilvy & Mather Toronto. "The insight that inspired this campaign is a global one. We unknowingly contribute to the PMS myth by using periods to discredit a woman's emotions, attitude or opinion. By challenging the myth, we can unite the conversation in a more positive tone so women are no longer defined by their periods."