U by Kotex explains how to avoid the embarrassment of leaky tampons

Kimberly-Clark sanitary tissue brand U by Kotex has launched a TV ad that explains the rules for avoiding the embarrassing predicament of leaky tampons.

The ad is based on the insight that 77% of girls experience what they call ‘leakage paranoia’ when they have their period, according to the advertiser.

The ad, created by Shift, claims that U by Kotex Tampons have a ‘last line of defence’ feature at the base of the tampon to prevent leakage.

The campaign breaks the month after U by Kotex launched its FOMO positioning to introduce its Nude Liners.


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