Judy Lee, the group product manager (feminine care) at Kimberly-Clark Singapore, said Kotex Style was the only sanpro brand to target teens.
The TVC by Ogilvy & Mather shows a group of girls getting ready for gym class. One girl starts humming a tune. The other girls join her. Suddenly, they all spontaneously break into a hip-hop dance.
Ng Pei Pei, Ogilvy's regional creative director on the account, said the idea was to focus on the woman rather than the product. Kimberly-Clark also organised an outdoor event and gave away a mobile phone accessory for every pack purchased to support its advertising push.
The event featured a group of 25 teen hip-hop dancers, who performed at key shopping venues and distributed samples.
Said Lee: "We wanted to communicate the Kotex Style brand values of being young, hip and modern, and the hip-hop dancers projected this image perfectly. The hip-hop dancers served almost like brand ambassadors and our teen audience could really relate to them."
About 6,000 samples were given out on the launch date.
Kimberly targets teens with Kotex Style rollout
Kimberly-Clark has launched a new line of sanitary products - Kotex Style - with packaging in shades of purple and pink to attract teens.
