There was a time when the checklist for feminine product ads included white pants, unlikely athletic abilities, and carefully measured blue liquid. However, these aren’t the sort of things that can go viral, unlike cats and attractive men, which is exactly what you’ll find in the latest brand campaign from Kotex, Kimberly-Clark’s feminine care brand.
In two videos created by Ogilvy & Mather Advertising, Shanghai (O&M), Kotex aims to show the importance of “worry-free protection that pleases the senses.”
The first video “Man vs. Napkin” asks: “Why is it so hard for a woman to find an attractive, gentle yet tough and reliable man?” It begins simply enough, listing qualities that women want in a man, but with a surprise ending that is strange and funny.
The second video “Cat” compares women to cats, who are both physically sensitive by nature – especially during their periods. The video shows how both cats and women alike need the kind of worry-free and intimate protection that Kotex products can offer.
The “Cat” video has already attracted 1 million views across video-sharing platforms in the first two weeks of its launch. This isn’t the first time that felines and their magnificent fur starred in a feminine product ad. In 2012, cats also starred in a series of TVCs by Ogilvy & Mather Philippines for Carefree.
Carefree Cats from Eric yeo on Vimeo.
“O&M’s idea helped our brand stand out in the market,” said Jaja Lang, Marketing Director of Adult & Feminine Care, Kimberly-Clark. “Our brand promise of ‘worry-free protection that pleases the senses’ really shone through in a delightful and memorable way.”
Thomas Zhu, Head of Copy of O&M Advertising, Shanghai, said, “Feminine care advertising can be quite formulaic. The goal we set for ourselves was to communicate the product benefits while breaking free from the classic demo-driven ads in this category. We are pleased with what we have created.”
Credits
Project Title: Kotex Brand Promise Viral Campaign Client: Kimberly-Clark
Creative Agency: Ogilvy & Mather Advertising, Shanghai Chief Creative Officer: Graham Fink
Head of Copy: Thomas Zhu
Creative Director: Bamboo Zhuang
Group Head: Yaya Wu
Senior copywriter: Kiddy Wang
Agency Producer: Xiaolong Wu
Media Agency: Mindshare
Production House: Shine Works Exposure: Online, pre-roll
