U by Kotex Beaver returns as the face of brand in new Facebook campaign via Brandlove, Sydney

Kimberly-Clark’s U by Kotex brand is bringing back its beaver as part of its new ‘Rescue the U by Kotex Beaver’ campaign launching on Facebook today via digital agency  Brandlove, Sydney.

The beaver was first introduced by the U by Kotex brand in 2008 via Sydney agency The Brand Shop (now Shift) – which still has the above-the-line account – as part of the ‘Ultimate Care Down There’ integrated marketing campaign, which tackled and talked to girls in a straight forward and refreshing way about periods and care ‘down there’.

From today, the U by Kotex beaver will be taking permanent control of the U by Kotex Facebook page where she will interact with girls and discuss a range of topics that girls want to talk about, including fashion, celebrities, music and events.

Says U by Kotex Marketing Manager, Margaret Cheung: “We know from talking to girls that the beaver is one of the first things that comes to mind when they think of the U by Kotex brand. Girls still have an emotional connection with the lovable character even after three years away from the spotlight.

“The beaver is such a strong brand asset and in many ways was ahead of her time, so it makes sense to bring her back now and use her on Facebook to drive engagement in the digital space.”

Says Paul Sifis, Managing Director of brandlove: “We found in research that people want to talk to a personality and not a corporate brand on social media platforms. By personifying the brand through use of the beaver in this way, we are maintaining the fun and edgy personality of the U by Kotex brand.”