Kotex Promo U BY KOTEX by J. Walter Thompson New York

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U BY KOTEX

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Industry Feminine Hygiene
Media Promo & PR
Market United States
Agency J. Walter Thompson New York
Associate Creative Director Jules Elders
Creative Director John Waldschmidt, Nicole Seifert
Released March 2010

Credits & Description

Category: Best Use of Shopper Marketing in a Promotional Campaign
Advertiser: KIMBERLY CLARK
Product/Service: FEMININE CARE PRODUCTS
Agency: JWT/OGILVYACTION
Agency: JWT NEW YORK
Date of First Appearance: Mar 15 2010
Entrant Company: JWT/OGILVYACTION, Akron, OH, USA
Grocery Lead: Amy Erlanger (JWT/OgilvyAction)
Walgreens/Kmart Account Lead: Tiffany Ritz (JWT/OgilvyAction)
Creative Director: Nicole Seifert (JWT/OgilvyAction)
Executive Vice President Creative Director: Katie Butler (JWT/OgilvyAction)
Southeast Grocery Account Lead: Dawn Tinter (JWT/OgilvyAction)
Target Lead: Rebecca Dehn (JWT/OgilvyAction)
Target Adult Fem Care Supervisor: Jenell Keuhne (JWT/OgilvyAction)
Walmart Lead: Mary Lea Dinwiddie (JWT/OgilvyAction)
Walmart Adult Fem Care Supervisor: Melinda Osborn (JWT/OgilvyAction)
Dollar/Drug/Specialty/Club Lead: Jocelyn Chiurco (JWT/OgilvyAction)
Kroger Account Lead: Leah Wise (JWT/OgilvyAction)
SuperValu/Meijer Account Lead: Jane Bredemus (JWT/OgilvyAction)
Account Director: Shelbie Stewart (JWT/OgilvyAction)
Associate Creative Director: Jules Elders (JWT/OgilvyAction)
: Andrew Streeter (JWT/OgilvyAction)
: Kari Hailey (JWT/OgilvyAction)
Creative Director: John Waldschmidt (JWT/OgilvyAction)
Senior Copywriter: Mike Lawrence (JWT/OgilvyAction)
Media placement: Buzz Kits - National - March 28, 2010
Media placement: In Store Displays - SuperValu, Walmart, Kroger, Rite Aid, HEB, Wakefern - April 1, 2010
Describe the objective of the promotion.
A campaign about shopping? Great! A campaign about shopping for tampons? No thanks. Feminine care is a tough category to get consumers and retailers excited about, and Kotex wasn’t feeling the love. With its brand market share slowly declining, Kotex found itself vulnerable to complete delisting. Something smart had to be done. Kotex needed to move beyond the fem care aisle to get the target audience engaged. We needed to gain retailer commitment and achieve an 85% ACV distribution within 12 weeks, and get 6 of the 9 SKUs on shelf incremental to the current brand distribution. BRING. IT. ON.
Describe how the promotion developed from concept to implementation.
Following a few “girls’ nights” and online forums, we realized that to reinvigorate Kotex we needed to lose the metaphors, girly language and secrecy. Our target audience, women 14-22, aren't their grandmother’s generation. What worked then doesn’t work now. We needed to get real about all things period and shine a light on a stale, out-of-touch category via a clever shopper marketing campaign that extended across every touchpoint and drove women down the path to purchase. We had to engage retailers to help us move fem care out of the aisle, and make it less embarrassing to shop for.
Explain why the method of promotion was most relevant to the product or service.
With the category stuck in the ‘50s we had to do things differently to get retailers excited about Kotex, and our huge shopper marketing investment. Our pre-launch buzz kits introduced retailers to the NEW Kotex with a peek of what would soon be in their stores, along with product SKUs, pricing information and coupons that managers could distribute to their associates to spread excitement. We worked with our retailers to put together programs that got fem care out of the aisle. Our partnerships included cosmetics, movie tickets and music downloads. Brands weren’t afraid to align themselves with U by Kotex!
Describe the success of the promotion with both client and consumer including some quantifiable results.
Retailers were so excited about our shopper marketing investment for U by Kotex, they wanted to make sure our products hit their shelves first. Overall ACV build greatly exceeded our objectives: we hit 85% ACV distribution in two weeks instead of twelve. Supervalu shipped displays overnight in a truck full of bananas! Kroger shipped promotional tins in a meat truck! We were the first feminine care brand to ever be displayed in cosmetics at CVS and Walgreens, and Walgreens displays in the beauty area had a 23% higher lift compared to the rest of store. As the girls would say: It was awesome!