Did you know sweat patches are deemed unseemly by four in five women? Shocking. Kimberly-Clark's U by Kotex has unveiled a product extension, sports panty liners, supported by a launch campaign.
The new product is designed to alleviate sweating down there and help women 'keep fresh' when they're going through physically challenging activities.
Given that you can't really grow the 'feminine care' category when it comes to its core products, pads and tampons, it was inevitable its main players would come up with new product extensions.
The campaign is called 'Don't Sweat It' and was developed by STW agency Shift. The premise of the ad is based on survey findings that while 89% of women think sweat is good, 81% thinks sweat patches aren't.
Kimberly-Clark feminine care marketing manager Margaret Cheung said: “The U by Kotex brand really understands girls because we continue to talk directly to them. We understand Australian girls like to stay active, however one thing they worry about is experiencing embarrassing sweat patches when exercising. The new program lets girls to know that with U by Kotex Sport Liners they can stop worrying and concentrate on more important things.”
The campaign included partnerships with Women's Fitness and a SLAM Volleyball event.
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