This category will honor those efforts that successfully communicate to teens or young adults.
It's Me It's Not My Period
It's Me It's Not My Period In order to grow the U by Kotex business in a flat-lining, habit-driven category, we needed to change what is essentially a routine purchase by giving our target a compelling reason to actively choose U by Kotex. We launched It's Me It's Not My Period to challenge broad reaching and deeply embedded societal prejudices about menstruation. Key to our success was shifting society's perspective of a woman's period from a source of embarrassment to a source of empowerment.
- Brand: U by Kotex
- Client: Kimberly-Clark
- Agency: Ogilvy