Personal Care

Retailer: Walmart
Location: Chicago
Producer: Mechtronics Inc., White Plains, NY

New U by Kotex takes aim at tradition with black-box packaging, neon wrappers.

Brand: U by Kotex
Insight: An online poll showed that women need to think more positively about their menstrual periods.
Solution: Market the U by Kotex brand in-store and online with more youthful packaging and less euphemistic messaging.
Description: U by Kotex's black displays and packaging bring a bold look to the feminine care category, which research found to be dull and out of touch with young women.

"When a brand wants to secure long-term presence on an endcap in the world's No. 1 retailer, the commitment in materials, manpower and money is massive. Well, the folks running the Axe brand have done an excellent job by producing a display that not only enhances the image of its products to shoppers, but makes it easy for store personnel to reload, set pricing and announce special promotions.

Client Company: Unilever
Country of Production: United States
Country of Placement: United States
Intended Length of Use: 12 months
Producer: Shorewood Display
Unit Cost: Under $500
Production Date: 4/13/2009
Production Run Quantity: 2,550