April 14, 2010
Kimberly-Clark’s Kotex brand is launching a new phase of “U by Kotex,” one involving the Kardashians.
Last month’s launch of the new feminine protection brand comprised comprising several products designed for 14-24 year olds and packaged to look more like cosmetic products than tampons.
The launch featured ads that made fun of the tampon-ad cliché of the menstrual period being a time to put on white gossamer gowns and dance on the beach. The company has begun a new phase of the campaign, a social-media push centering on it-girls the Kardashian sisters, stars of E!’s “Keeping Up with the Kardashians.”
The effort, developed with Web network BuzzMedia, includes a video series featuring Kris (the mother) and sisters Kim and Khloe. The five-video series is meant to express the idea that menstruation isn’t something that one should be ashamed of or avoid talking about. The videos are running on the Kardashian’s official websites and other BuzzMedia sites, including Celebuzz.com, Just Jared, and Whitney Port’s official website.
Doug Rohrer, chief revenue officer for BuzzMedia, tells Marketing Daily that Kotex is involved in several web sites that, together, garner some 10 million unique visits from 12 to 24 year old females.
“The indices are through the roof against this demo, and we as a company are tied very closely with a young female demo across all of our sites.” He says the Kardashians have a large following among young women, that Kim Kardashian’s site is the most popular celebrity site on the Web, and that she has a million or so followers on Twitter. “The Kardashians are strong in about every area in which you can measure digital,” he says.
One video has Mrs. Kardashian and the sisters introducing a series of videos of real people talking about what it was like to get their first period. Khloe Kardashian showed up for the launch event via Marina Maher Communications at New York’s Madison Square Park, where she broke through a faux brick wall meant to evince the campaign tag-line “Break the Cycle.”