Let's move on

IPA Effectiveness Awards Case Study 2018

With low growth for over a decade, U By Kotex, the Australian femcare brand, was under threat of deletion by retailers. By downplaying the importance of femcare brands in women’s lives, U By Kotex created relevance and differentiated itself from competitors. Provocative TV ads were launched with social and online support, later amplified by outdoor. Key brand measures such as love and affinity experienced double-digit rises. An estimated $12.9m of incremental revenue was generated. After languishing in 3rd position for years, the brand moved into leadership in 18 months.

The unprecedented response to ‘Let’s Move On’ has solidified Kimberly Clark’s understanding of today’s young Australian women. Having grown up in a world where they already feel empowered, young women don’t want to be pandered to by brands that think they matter more than they do. We’ve always known the femcare category was due for a shake-up, and we’ve always been that brand that’s willing to push boundaries. This campaign confirmed that U by Kotex is the right brand to lead the category forward. Moving into 2018 and beyond, we’ve adopted a new tagline - Period or Not, She Can – and also incorporated the “she” symbol into our logo, communications, social media and point of sale activity. In 2019 we intend to take this a step further by incorporating the ‘she’ symbol into our brand logo on our packaging as well. This is to show our commitment to women, placing them at the heart of our brand and everything we do. We intend to ensure that no period, or stigma about a period, ever gets in the way of any woman’s progress.

Margaret Cheung, Marketing Sector Lead, Adult and Feminine Care
Kimberly-Clark Australia