Kimberly-Clark Australia’s U by Kotex (UbK) brand have announced the launch of a new marketing program Let’s Move On, designed to change the conversation surrounding women’s monthly cycle, denoting that worthy achievements are possible every day.

Current research shows that young women are disengaged from the feminine care category and are tired of the out-dated way some people think and talk about periods. There appears an evident gap in effectively addressing negative perceptions’ about periods, and giving women the confidence to be at their best.

The Let’s Move On program acknowledges that periods are natural, healthy and a part of life and that women achieve amazing things every day and what they achieve in life has nothing to do with periods. The program also encourages young women to try the U by Kotex brand and experience how well the product performs so they can perform too and move on with their day-to-day.

The program will be supported through various marketing aspects, including a new TV ad that features several high achieving Australian women including Molly Taylor (a World Champion Rally driver), Nat Segal (an international Big Mountain Skier), and Dark Fair (an up and coming garage/rock/pop duo).  Click on the image below to view the new TV ad: 

This year, UbK are also proud sponsors of Channel Ten’s ‘The Bachelor’, a fantastic opportunity due to the show’s popularity and particularly being one of the most talked about shows last year for our target consumers.  UbK are also sponsors of the widely read ‘Bachie Recap’, an online weekly blog by Mamamia’s well-known journalist – Rosie Waterland, dedicated to talking about the show. 

The Let’s Move On program will also be heavily focused on a digital drive, targeting young women in contextually relevant environments which includes a partnership with ‘Broadly’, a newly launched website that creates content specifically for young women. Through this partnership, UbK will be co-creating a range of sponsored and branded videos to support the Let’s Move On message, and celebrate the achievements of young women in Australia.

​Further marketing channels to support Let’s Move On include online video advertising, online display ads, social activity via Facebook and Instagram, and sampling via universities, in magazines and online via our brand website.