Creativity

Forget Girl Power, Kotex Puts Tape on Cats to Promote Fem Products

Apparently, Kitties Are Like Women on Their Periods

Published on Aug 27, 2014

Editor's Pick

In the U.S. feminine product brands like Always are flying the "girl power" flag, but in China, Kotex is taking a completely different route with a pair of outrageous online videos --one that likens women on their periods to cats (and slaps tape onto the fur of kitties) and another that compares the search for a great pad to that for the perfect man.

The videos were created out of Ogilvy & Mather, Shanghai and, according to Kimberly-Clark Marketing Director Jaja Lang in a statement, the aim of the ads is to help "our brand stand out in the market. Our brand promise of 'worry-free protection that pleases the senses' really shone through in a delightful and memorable way.'

The cat video has already racked up 1 million views through Chinese social sharing platforms. Read more about Kotex, cats and the man hunt on Adage.com.

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About

Credits

Date
Aug 27, 2014
Agency:
Ogilvy & Mather Shanghai
Client:
Kotex

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