The Call
Kotex invented the feminine care category but was struggling to connect with the millennial generation.
CBX worked with the Kotex team to create a new brand and experience to engage with a new generation of young women.
What we did
Consumer Insights
Purpose & Meaning
Design Strategy
Brand Architecture
Identity Design
Brand Design
Merchandising
The Work
We started by listening and taking a walk in the shoes of the people we were trying to reach – through shop-alongs, ethnographies, social listening and in-person interviews. It soon became very clear that in order to win millennial loyalty, brands needed to find a way to connect and engage with them like people, not stereotypes.
The new brand U by Kotex revolutionized the category and ushered in a new era for feminine care with distinctive black packaging, accent colors that popped off the shelves and a “no bs” tone of voice that was refreshing and honest. Soon after the initial launch, U by Kotex Tween was introduced to micro-target that finicky demographic, and the U by Kotex Designer Series created new news on shelf and reinforced U by Kotex’s forward-thinking approach.
The Impact
• Transformed the feminine care category.
• National supply sold out two weeks after launch.
• Sales volumes increased by high single digits.
• One of the most successful launches in Kimberly Clark.
Product of the Year
2011, 2018
Pentaward Winner
Platinum Body
