Kimberly-Clark (K-C) is embarking upon a &£3.5m revamp of its Kotex feminine care brand, in an attempt to break the long-standing taboos surrounding feminine hygiene.
The Kotex revamp will include new TV and print advertising, using different straplines for each of the existing product ranges. These will include “Looking gorgeous” and “For lingerie lovers”. This will be accompanied by new packaging and a new logo. The ads have been created by Ogilvy & Mather, with media planning and buying through MindShare.
European brand activation marketing manager Carolyn Dobbie says: “Feminine care products are generally hidden away in bathrooms, but we hope that the new communications and packaging strategy will break that old taboo. We are also hoping that, with the stunning new look, Kotex products will catch consumers’ eyes and lead them to try us.”
Rival Accantia Health & Beauty, which makes Lil-lets tampons, hit a snag recently when production problems delayed its biggest feminine care launch to date, initially scheduled for early this year (MW February 6). Last year, Accantia ran what it claimed to be the first comparative TV ads in the sanitary protection market.