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U by Kotex: “Break The Cycle”

U by Kotex: “Break The Cycle”. Amanda Stone Emily Gunness Julia Quiring. About Kotex. Kimberly-Clark Corporation is an American Corporation that produces paper based consumer products. Their brand name products include “Kleenex” facial tissue and “Kotex” feminine hygiene products

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U by Kotex: “Break The Cycle”

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  1. U by Kotex:“Break The Cycle” Amanda Stone Emily Gunness Julia Quiring

  2. About Kotex • Kimberly-Clark Corporation is an American Corporation that produces paper based consumer products. Their brand name products include “Kleenex” facial tissue and “Kotex” feminine hygiene products • On March 16, 2010, Kimberly-Clark announced the launch of U by Kotex, a feminine care solution that offers bold new packaging and empowers women to be more comfortable talking about women’s health. • For the past 50 years, Kotex and other feminine product companies have been emphasizing that the best period is the one that is ignored • Kotex is trying to change their brand equity to stand for “Truth, transparency, and progressive vagina care.”

  3. About “Break The Cycle” Campaign • Khloe Kardashian endorses U by Kotex • Trying to change conversation about feminine care • New product line encourages women to join the Declaration of Real Talk Campaign • “Let’s embrace a new attitude and join together to Break the Cycle” • Website, Facebook

  4. TV commercials & print ads “Yeah, I have a period. And a vagina, not a va-jay-jay. It's what makes me a woman. But society and the media aren't being straight with me. It's like there's a code of secrecy and it makes me feel uncomfortable when talking about these topics.”

  5. Relation to Class • Print Media: high-involvement media, high readership, reach a selective audience • Consumer Magazines: major portion of magazine industry, accounting for nearly 2/3 of all advertising dollars spent in magazines • Selectivity: ability to reach a specific target audience • Humor & Celebrity Endorsement

  6. Sources • http://www.prnewswire.com/news-releases/kimberly-clark-introduces-u-by-kotex-product-line-87782122.html • http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=124332 • http://www.youtube.com/watch?v=_n76OUjO53g • http://www.ubykotex.com/the_mission • http://www.ubykotex.com/get_real/view/detail?id=50738 • http://www.nytimes.com/2010/03/16/business/media/16adco.html?_r=1

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