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U by Kotex
"Ban the Bland"
RAN IN: United States
CLIENT
Kimberly-Clark
Kimberly-Clark, Client Company
AGENCY
Conor Brady - CCO
Amy Hodgins Carvajal - Group Creative Director
Mike Leslie - Art Director
Jim Napolitano - Group Acct. Director
Cinnamon Rensberry Pritchard - Creative Director
Nate Rogers - Sr. Copywriter
Mindshare, Digital Media Partner
Marina Maher Communications (MMC)
Marina Maher Communications, PR Agency
SUMMARY
The U by Kotex* Ban the Bland Design Challenge empowered girls to redesign a dull category stuck in the 1950s. Questioning why period products were stuck in a plain, white world, we turned pads into blank canvases and created digital tools so girls could show us how they think their products should really look. Now, thanks to 12,800 designs submitted, a 163% increase in site traffic, a near doubling of sales, and a 45% market share increase, girls finally have feminine care options to be proud of.
CASE VIDEO
Hero Medium: Interactive
Medium Featured On Video: Interactive, PR, Events
Audience: Young Women (20-35)
Objectives: Increase brand loyalty
Type: Business to Consumer
Classification: National
Language: English
