U by Kotex Launch

Tue, 07 Jun 2011 00:00:00 -0400
Effie Awards

The feminine care category was old, tired and boring. Girls didn't like shopping for pads, tampons and liners, and retailers didn't like displaying them anywhere other than the fem care aisle. The U by Kotex launch broke down decades-old feminine hygiene category conventions and created a brand fit for 21st century women.