Kimberly-Clark’s fem care brand U By Kotex has unveiled a new campaign for Sport Ultrathins to educate women that the product is Australia’s only liner designed specifically for sport, thereby allowing them to push their workout to the max even if they have their period.
The campaign includes a unique partnership with digital music service Spotify where people can create a #onemore playlist to help them get in the zone and ramp up their workout. Developed by The White Agency, the Spotify app for Sport Ultrathins saw White refine the existing Spotify system to deliver a uniquely tailored playlist for the user.
“The Sport Ultrathins Spotify app allows users to enter their favourite workout song and the tempo they want. Then based on those parameters we generate a playlist tailored to their workout,” explained Mitch Seeto, associate creative director, The White Agency.
A raft of additional marketing assets have also been created by The White Agency to support the campaign, including: a dedicated hub page on the brand’s website along with two 15” videos that feature on the site; a social media campaign; digital banners; a 10” brand ad that runs in Anytime Fitness gyms across Australia; and a consumer promotion. The media strategy for the campaign has been developed by Mindshare.
“Our research shows that women don’t really push themselves when exercising when they have their period for fear that their feminine hygiene product will fail them during the workout,” said Philippa Gagg, brand manager, Kimberly-Clark.
“We’ve therefore focused on developing a digitally-led campaign, as that’s where our target consumer lives, that alleviates these fears and puts the fun back into a hard work-out.”
Agency: The White Agency
Creative Director: Mike Barry
Associate Creative Director: Mitch Seeto
Senior Art Director: Isabel Matias
Junior Art Director: Ellie Bennett
Client Service: Carla West
Project Management: Brittany James & Elle Hadshar
Community Manager: Bianca Li Donni
Tech Developers: Yoann Bernex & Nicholas Makhija
UX: James Winchester