Recently, a quirky Kimberly-Clark ad for its U by Kotex Ultrathins range, was transported from Australia to the Kiwi market. Featuring a selection of ladies putting on exaggerated cowboy walks, the new campaign, called ‘Ditch the cowboy walk’, aims to draw attention to that fact that the new product eliminates the “gross feeling” that accompanies wearing a pad.
The reference to the gross feeling has been pulled from research showing that 93 percent of women sometimes experience discomfort while wearing a pad.
Although the spot was created across the ditch by branding agency Shift, the media placements on this side were organised by Ogilvy.
In addition to the humorous TV spot, Kimberly-Clark has also released a website featuring a range of videos, humorous articles and free samples in a bid to engage with a younger audience.
Further afield, Kimberly-Clark’s US arm has also released an equally mad campaign called ‘save the undies’, which features women putting on a brave fight to protect underwear from harm.
Creative agency: Shift
Director of Art: Raj Rabindranath Art Director: Cassandra Jamcotchian
Agency Producer: Wendy Gillies
Writers: Pete Watman/Lisa O’Neill
General Manager: Kate Meyer
Account Service: Jen Clarke/Martin Colahan
Production House: The Pound