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U by Kotex encourage women to ‘ditch the cowboy walk’ in campaign for ultrathins range

Sanitary brand U by Kotex is promoting its Ultrathins range as the solution to the “cowboy” walk, which its research suggests is experienced by 93 per cent of women when they are wearing a pad.

The ‘Ditch the cowboy walk’ campaign, created by branding agency Shift, shows women walking like cowboys before ditching the western gear for more feminine outfits on discovering the new range.

Brand manager Danielle Langer said: “93 per cent of girls told us they don’t like this gross feeling but often feel like it’s something that they just have to put up with.

“We want to change this perception and show girls that they don’t have to compromise and can get on with their day without being distracted by their pad. The core focus of the ‘Ditch the cowboy walk’ campaign is to get girls to trial the new Ultrathins for themselves.”

The TV spot, which launched on air this Sunday during The Big Bang Theory on Nine and will run on Ten during Wonderland and The Bachelor, is supported with digital activity including interactive digital mobile advertising to give women access to free samples along with shareable articles in partnership with Buzzfeed. Facebook and Instagram further amplify the campaign.

Shift Credits:

  • Director of Art: Raj Rabindranath
  • Art Director: Cassandra Jamcotchian
  • Agency Producer: Wendy Gillies
  • Writers: Pete Watman/Lisa O’Neill
  • General Manager: Kate Meyer
  • Account Service: Jen Clarke/Martin Colahan
  • Production House: The Pound
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