Kimberly-Clark’s U by Kotex brand has launched a new marketing program, ‘One More’, encouraging young girls to be confident in relying on U by Kotex Sport Ultrathins to go that extra mile, or ‘one more’ when exercising and to continue to drive awareness of the U by Kotex Sport Ultrathins product.
To continue on from the 2015 campaign, the program will be focused on the digital channel, targeting a young market in fitness-related environments.
U by Kotex, citing the important role music plays for active girls during their workout, will be teaming up with digital music service Spotify. U by Kotex Sports Ultrathins advertising will feature on the Spotify app with the objective of encouraging consumers to visit the U by Kotex Sport website where they can develop a customised playlist based on their song preferences and workout intensity.
The program encourages active girls to do ‘one more’ during their workout – whether that be one more lap, one more kilometre, or one more minute – with the confidence in knowing that U by Kotex Sport Ultrathins will enable them to forget their pad, feel confident and just concentrate on pushing their workout to the max.
Further marketing channels to help deliver and drive the initiative include online video advertising, online display ads, a gym partnership with Anytime Fitness, social activity via Facebook and Instagram, Spotify advertising and online sampling.
The U by Kotex ‘One More’ campaign, which began in mid-May, runs until late July, with further activations from October until December.
RRP: U by Kotex Sport Ultrathins, $4.99.
Visit: www.kimberly-clark.com.au.Time for one more