Kimberly-Clark is reintroducing its beaver brand mascot for sanitary brand U by Kotex in a new campaign.
But the controversial character, which prompted a flurry of complaints when it launched in 2008, will not feature in above the line advertising.
Built around the brand’s Facebook page, the campaign launches today with the rallying cry ‘Rescue the U by Kotex Beaver’.
The beaver is to answer questions girls have, not only about periods, but fashion, celebrities, music and events, according to press release from Kimberly-Clark.
The Facebook page is to be managed by a team of three at engagement agency Brand Love.
The beaver idea was initially developed by STW Group agency Shift, formerly known as The Brand Shop. Shift is behind recent TV ads for U by Kotex, which show no sign of the beaver.
At the time of going to press, Kimberly-Clark was unable to answer questions on why the beaver would not feature beyond digital advertising.
U by Kotex marketing manager, Margaret Cheung said: “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.”
She added: “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.”