Break Up

Wed, 22 May 2013 00:00:00 -0400
Effie Awards

Feminine Care category leader P&G saw U by Kotex's (UBK) successful launch as a threat. In response, they unveiled an attack campaign targeting the effectiveness of UBK's products, slowing trial and hurting girls' confidence in UBK. UBK called attention to issues in the category and asked girls to demand better by "breaking up" with their current products and trying something new.