USA > U by Kotex

May 7, 2010
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In a bold move to change the conversation around feminine care, Kimberly-Clark launched U by Kotex for 14 to 22-year-olds. The packaging diverges from the pastels and florals that dominate the category and, instead, features a matte, black background with bright, bold colors. The design stands out on shelf and helps shoppers differentiate between varieties, but it’s also discretely un-tampon-like in a shopping cart or purse to minimize the embarrassment factor for teens. U by Kotex is also noted as the first U.S. feminine care brand to offer reusable tins, merchandising them with its new compact tampons, which make a “click” sound when they’re fully extended and ready for use.

LAUNCH DATE
March 2010

PACKAGE DESIGN
CBX

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U is Unique

Daniella Kohler
May 20, 2010
One of my current clients loves this package so it has been an active discussion topic in my office. Agree it really pops at shelf and does a great job of departing from mainstay Kotex by targeting a new, younger segment. It's a solid example of creating something new while being able to depart from a brand heritage that some may view as polarizing.

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