This Sunday Kimberly-Clark’s U by Kotex brand is launching a new campaign tapping into the insight that 94% of girls experience FOMO, which means ‘fear of missing out’ on something more exciting or interesting.
The new U by Kotex FOMO TVC created by branding agency Shift heroes U by Kotex Nude Liners, which come in handy purse-packs to keep girls fresh all day long, so they never have to worry about being unprepared and missing out. It’s presented as a movie trailer and follows four girls who go to great lengths not to miss out on parties, art shows or awesome gigs. The girls have serious FOMO and to ensure they are prepared for anything they always carry U by Kotex Nude Liners.
Says Margaret Cheung, marketing manager: “With the explosion of social media, location-based tools and mobile devices like smart phones, it’s no surprise that U by Kotex girls have FOMO. The exciting new campaign shows them that with thin and discreet U by Kotex Nude Liners they can be assured they’re prepared for anything so they never have to miss out.”
FOMO is the latest execution in the U by Kotex brand’s ‘U Know What Works’ campaign, which follows last year’s successful ‘Daggies’ and ‘Leakage Paranoia’ campaigns.
The FOMO TVC will be aired nationally from 8 July. The launch of the campaign will be supported by sampling and online content.
Director of Art: Raj Rabindranath
Art Director: Cassandra Jamcotchian
Writer: Dale Rhodes
General Manager: Kate Meyer
Account Manager: Roxanne Tyler
Production House: Hackett Films