Kimberly-Clark's groundbreaking U by Kotex launch leveraged:
- A microsite with "real" answers about periods, quotes from teens about their anxiety around men-struation, coupons, free samples, and a place to join the "Break the Cycle" campaign.
- Paid search ads on Google for the phrase "first period."
- Twitter, Facebook and YouTube content.
- Black displays and packaging that stand out from the sea of pink in the "feminine hygiene" aisle, plus cross-promotions with photo, cosmetics and music.
