Transcript kotex.ppt
U by Kotex:
“Break The Cycle”
Amanda Stone
Emily Gunness
Julia Quiring
About Kotex
Kimberly-Clark Corporation is an American Corporation that
produces paper based consumer products. Their brand name
products include “Kleenex” facial tissue and “Kotex” feminine
hygiene products
On March 16, 2010, Kimberly-Clark announced the launch of U
by Kotex, a feminine care solution that offers bold new
packaging and empowers women to be more comfortable
talking about women’s health.
For the past 50 years, Kotex and other feminine product
companies have been emphasizing that the best period is the
one that is ignored
Kotex is trying to change their brand equity to stand for “Truth,
transparency, and progressive vagina care.”
About “Break The Cycle”
Campaign
Khloe Kardashian endorses U by
Kotex
Trying to change conversation
about feminine care
New product line encourages
women to join the Declaration of
Real Talk Campaign
“Let’s embrace a new attitude
and join together to Break the
Cycle”
Website, Facebook
TV commercials
& print ads
“Yeah, I have a period. And a vagina, not a va-jay-jay. It's
what makes me a woman. But society and the media aren't
being straight with me. It's like there's a code of secrecy and it
makes me feel uncomfortable when talking about these
topics.”
Relation to Class
Print Media: high-involvement media,
high readership, reach a selective
audience
Consumer Magazines: major portion of
magazine industry, accounting for nearly
2/3 of all advertising dollars spent in
magazines
Selectivity: ability to reach a specific
target audience
Humor & Celebrity Endorsement
Sources
http://www.prnewswire.com/newsreleases/kimberly-clark-introduces-u-by-kotexproduct-line-87782122.html
http://www.mediapost.com/publications/?fa=A
rticles.showArticle&art_aid=124332
http://www.youtube.com/watch?v=_n76OUjO5
3g
http://www.ubykotex.com/the_mission
http://www.ubykotex.com/get_real/view/detail
?id=50738
http://www.nytimes.com/2010/03/16/business/m
edia/16adco.html?_r=1