U by Kotex Platinum launches first TV ad to push premium positioning
Kimberly-Clark has launched a new campaign for its sanitary brand U by Kotex Platinum, led by its first TV spot which focuses on the brand’s premium packaging design.
The TV spot, created by The Brand Shop, features a platinum vine which is similar in design to the vine on the packaging. It is shown growing up into the evening sky, with the end line: “A touch of luxury when you need it most”.
The TV and print ads, aimed at consumers 18 years old and over, is a departure from the heavy-weight print campaign Kimberly-Clark launched last year to support the entry of its Platinum range of ultrathins and tampons into the market.
The commercial is running on free-to-air and pay TV channels throughout the year, together with magazine advertising in women’s titles including Vogue, Marie Claire, Harpers Bazaar, Grazia, Cosmopolitan, Cleo, Madison and OK.
The Platinum range has a premium and older-shewed positioning to the core Kotex by U tampons and sanitary towels which in 2008 launched the controversial “beaver” character in its advertising.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
Linkedin
And to think the same brand has been running these ads elsewhere http://youtu.be/FRf35wCmzWw
User ID not verified.
Yeah, the stuff that they are doing in the US is awesome. Really going against the grain of traditional advertising for female hygiene products. Attempting to better educate and demystify the issues surrounding menstruation and all of the product variations available. Not sure why they are taking such a dramatically different stance here?
User ID not verified.
My problem with this stems from the client’s product development more than anything else. I’m smack bang in the target audience and all this makes me feel is cynicism.
Yes, blue water and chalk sucked, but now you’re using spiffy animation and some very tenuous premium branding to try and get me and my peers to pay more for a product the government already insists on taxing.
The thing is, when I look at any brand trying to merge luxury with feminine hygiene products, all I want to do is laugh. My vagina isn’t gold-plated or high-maintenance and won’t appreciate the thought, so what is the point? Where’s the insight?
Now if you developed a tampon that also releases endorphins and decreases symptoms of PMS, then maybe i’d give it a whirl. But I find this new trend of pads and tampons aimed at the premium purchasers plain weird and out of touch.
Again, viva la beaver.
User ID not verified.
i’m in the target audience too… And I am so sick of these types of ads. They’re so ‘blah’.
I barely ever watch TV for that matter.
It has nothing to do with me or my life. I am so far removed from this, it’s not funny. And I spend a f**kload on sanitary products each year.
Why should I choose this brand over the one running a price promotion on shelf?
It’s time the fempro category grew some balls.
User ID not verified.
Funnily enough this premium brand has been on sale at my supermarket and is cheaper than their normal brand. The ad doesn’t really do anything for me, and kinda feels like a “nothing” ad.. nothing really happens or is said.
I am enjoying a lot more their UbyKotex advertising, including the ad linked above, and this is the second ad: https://www.youtube.com/watch?v=QOM4AMV050A&feature=related
User ID not verified.
U takes you where ? Where’s “there” ? La-la land ? There’s zero insight in this ad – it’s just a weak rendition of the pack.
Hats off to The Brand Shop on their previous advertising – a shame about this effort (I can only imagine it’s client-driven).
User ID not verified.
I use Kotex. I can tell you why too…it was on sale consistently or a while and I just kept on buying.
So many fem product ads were such a wank, the Beaver ads were like a breath of fresh air really!
I’m with all you gals above. This is something we have to put up with, it’s a pain in the tookus!! Fluffing it up with animation with some girl floating in a wierd space like state (SO far removed from the feeling I get that time of the month that’s for damn sure!!) is beyond me. Luxury isn’t what I want when I hav my period, I want a freakin hot water bottle!!!!
User ID not verified.
Check out the link Rog posted up the top there. THAT’S EXACTLY what I want to say to all these tampon ads! That makes me laugh!! It’s excellent! Says nothing about the products effectiveness but hey……better than blue chalk, girls bouncing on couchs and running in the surf (exactly what I feel like doing when I have my period, excellent!!)
Oh Kotex, what is this fluff. I’m with anon, pass the damn hot water bottle not the fuzzy looking valium hazed looking gal in a floaty purple dress.
User ID not verified.