Kimberly-Clark is to launch an edgy campaign for feminine care brand "U by Kotex", with the message that girls wear their daggiest underwear while they have their period.
The creative positions the brand as so reliable that girls can wear their best underwear at any time. The campaign is targeted at 14 to 24-year-old females, based on the consumer insight that 72% of girls wear their “daggy” underwear when they have their period.
The work was created by the recently-formed STW-agency Shift and features TV, online and print activity.
