Transcript kotex.ppt
U by Kotex: “Break The Cycle” Amanda Stone Emily Gunness Julia Quiring About Kotex Kimberly-Clark Corporation is an American Corporation that produces paper based consumer products. Their brand name products include “Kleenex” facial tissue and “Kotex” feminine hygiene products On March 16, 2010, Kimberly-Clark announced the launch of U by Kotex, a feminine care solution that offers bold new packaging and empowers women to be more comfortable talking about women’s health. For the past 50 years, Kotex and other feminine product companies have been emphasizing that the best period is the one that is ignored Kotex is trying to change their brand equity to stand for “Truth, transparency, and progressive vagina care.” About “Break The Cycle” Campaign Khloe Kardashian endorses U by Kotex Trying to change conversation about feminine care New product line encourages women to join the Declaration of Real Talk Campaign “Let’s embrace a new attitude and join together to Break the Cycle” Website, Facebook TV commercials & print ads “Yeah, I have a period. And a vagina, not a va-jay-jay. It's what makes me a woman. But society and the media aren't being straight with me. It's like there's a code of secrecy and it makes me feel uncomfortable when talking about these topics.” Relation to Class Print Media: high-involvement media, high readership, reach a selective audience Consumer Magazines: major portion of magazine industry, accounting for nearly 2/3 of all advertising dollars spent in magazines Selectivity: ability to reach a specific target audience Humor & Celebrity Endorsement Sources http://www.prnewswire.com/newsreleases/kimberly-clark-introduces-u-by-kotexproduct-line-87782122.html http://www.mediapost.com/publications/?fa=A rticles.showArticle&art_aid=124332 http://www.youtube.com/watch?v=_n76OUjO5 3g http://www.ubykotex.com/the_mission http://www.ubykotex.com/get_real/view/detail ?id=50738 http://www.nytimes.com/2010/03/16/business/m edia/16adco.html?_r=1