NEW YORK: A month after the advertising campaign hit, Kimberly-Clark timed a PR push to coincide with the availability of its new U By Kotex product in stores.
Kotex, which is working with Marina Maher Communications, is implementing a full-scale campaign, which focuses on a "Declaration of Real Talk" and specifically targets women in the millennial generation. Participants can sign an online "declaration" to be open about vaginal health and care.
Aida Flick, marketing director for Kotex, said the campaign is "a longer-term mission that goes beyond just advertising or the product."
Kotex commissioned a survey of 1,600 women and found that 70% of women feel society should change the way it discusses vaginal health issues, but only 45% said they felt empowered to do so."There were a lot of really important statistics in the survey that really spoke to the need for change, the need for education, the need for real, honest, open conversations," said Flick.
On April 14, Kotex hosted an event in New York with reality TV star Khloe Kardashian, who Flick described as willing to have "open and honest conversations about anything and everything."
Kardashian also promoted the campaign on the Today show on April 14.
Diana Littman Paige, MD of Marina Maher Communications' health and well-being practice, said, "We wanted to build some excitement for the brand, so we started advertising just a bit before the brand hit shelves. And then this event is timed to product availability."
The brand partnered with Girls for a Change, a nonprofit which encourages girls to create social change. For every woman who signs the declaration, Kotex will donate $1 to an educational program from the nonprofit.The campaign is using an interactive Web site, Twitter, YouTube, and Facebook to promote its message. It also has a team of U Advocates, including doctors and authors, who are answering questions online.
Marina Maher, AOR for the U by Kotex launch, is doing traditional media outreach, targeting national outlets, women's and teen publications, and entertainment media.