Campaign details
Brand: U by KotexAdvertiser: Kimberly Clark AustraliaAgency: Ogilvy Australia
Introduction
This paper outlines U by Kotex Australia's 'Let's move on' campaign. It covers the campaign's two years of activity from 2016–2017 and its effects on business, brand and behaviour.
It's a story about a brand doing the unimaginable; embracing its own lack of importance in the lives of its consumers. By breaking marketing and category conventions, our campaign shot...