U by Kotex promotes its new Ultrathins range in new ‘Ditch the cowboy walk’ campaign via Shift
This Sunday Kimberly-Clark’s U by Kotex brand is launching a new TVC to kick off its playful ‘Ditch the cowboy walk’ campaign, via Shift, in support of its improved Ultrathins range with the new Rapid-Dry Core.
The fun new program taps into the insight that 93% of girls have experienced and don’t like the ‘gross’ feeling they sometimes get when wearing a pad, and solves this by offering girls a product which protects them whilst also keeping them dry and comfortable. In fact, nearly 6 out of 10 girls preferred the new U by Kotex Ultrathins over the market leader after trying. The brand is excited about this launch and expects that this will soon become Australia’s ‘most wanted’ pad.
Says Danielle Langer, brand manager: “93% of girls told us they don’t like this gross feeling but often feel like it’s something that they just have to put up with. We want to change this perception and show girls that they don’t have to compromise and can get on with their day without being distracted by their pad. The core focus of the ‘Ditch the cowboy walk’ campaign is to get girls to trial the new Ultrathins for themselves. To effectively reach and engage with girls, the campaign will include heavy digital activity including interactive digital mobile advertising to give girls access to free samples, humorous shareable articles created in partnership with Buzzfeed along with Facebook and Instagram promotions.”
In addition to digital activity and the new 30 second TVC, the program will also be supported by point of sale in stores and sampling at events, in magazines and online.
Agency: Shift
Director of Art: Raj Rabindranath
Art Director: Cassandra Jamcotchian
Agency Producer: Wendy Gillies
Writers: Pete Watman/Lisa O’Neill
General Manager: Kate Meyer
Account Service: Jen Clarke/Martin Colahan
Production House: The Pound
13 Comments
Gross
no wonder a director didn’t put their name to this trash. bad
Buck me, think they got their reasons wrong for why girls walk like this.
Seemingly based on an actual insight, this just might work. Ladies, does this ring true?
No it doesn’t this is crap.
@Cynics Beware
You’re using that frustratingly nonchalant “community manager” tone. Are you from the agency?
When me and my brother were teens he always used to say he could ‘spot girls on the blob’ by if they walked like cowboys and had a grumpy face. I thought he was just being a sexist tosser at the time, but it seems a number of years after his preaching he has turned out to be a master of insights.
Obviously made by a bunch of cowboys.
HAHAHA! Good point. Who the F*** even writes like that about an ad? Like, ‘hey guys, I just stumbled upon this during my busy life and figured, it’s really gonna work.’ This whole ad is exactly what the rest of this brainwashing shit on tv is like. Director of Art and Art Director? Should take out the ‘F’ from the name, eh.
Interesting. Kotex tells us its got a new absorbing pad. Wtf did they have in the last one and the one prior to that, spillage? That goes the same for washing powder.
I don’t blame the creatives for this. I blame the client. It seems that every Sanpro brand in this country (especially Kotex) have decided to use fear as their advertising strategy – fear of “leaks”, fear of people knowing you have your period, fear of fear. I find this utterly appalling. First of all, what a disgraceful way to sell something and second of all, all these supposed insights are so far from true, it’s laughable. How about treating your audience with some respect and understanding? A brand aimed at women should be the one leading the way.
Sing it, sister. I can only remember one ad during my entire womanhood that credits ladies with intelligence and doesn’t peddle fear and that was the murder scene sanitary pad ad from twenty years ago. To my shame, I can’t remember who did it but it was a cracker of a tv spot and won every award out there. Now that was advertising. I would just run it again.
Perhaps 30 + years ago when pads were big and bulky this may have been true but hasn’t the message been “thinner and more absorbent” since then? It’s not an insight at all and it’s certainly not funny.