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Kimberly-Clark takes low-key approach in latest feminine hygiene product launch

Kimberly-Clark is taking a low-key approach in the brand messaging of its new U by Kotex range of Panty Liners, following on from the controversial “Beaver” TVC and Platinum ads created by The Brand Shop.

The latest TV and press ads are promoting Nude Liners, Kotex’s thinnest range of panty liners to date.

The TV creative shows a number of items commonly found in a woman’s handbag such as a phone, eye liner, nail fine and credit card. It finishes with an image of the Nude Liner to highlight the fact that the liner is thinner than a credit card. The ad is supported by the tagline “So thin, you won’t even know it’s there”.

The marketing push follows the 2008 launch of a new overarching brand campaign for the U by Kotex range of tampons and sanitary towels. It attracted complaints from viewers for the euphemistic use of a beaver in the ad, accompanied by the tagline “You’ve only got one. So for the ultimate care down there, make it U”.

Kimberly-Clark then launched press and TV ads for its new Platinum range of tampons and liners last year, with the creative taking the tone of fashion advertising.

Credits:

  • Client – Kimberly-Clark
  • Creative – The Brand Shop
  • Executive creative director – Monty Noble
  • Group business director – Kate Meyer
  • Account manager – Carly Hanson
  • Art director – Matt Johnson
  • Writers – Colin Sevitt and Monty Noble
  • Production company – Splat Creative
  • Visual effects – Grant Gill
  • Media – Mindshare
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