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.
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