‘Sportswear for down there’: U by Kotex launches new ‘catch me if you can’ campaign

U by Kotex is using the emergence of Parkour as the next big fitness trend to push the credentials of its new Sports Ultrathins product in a “highly targeted” campaign that will run to the end of the year targeting 1.5m women.

Using the insight that “75 per cent of Australian women still exercise when they have their period, but don’t feel as though their current protection can stand up to the test,” the new campaign will feature influencer activity, a media partnership with PopSugar, digital and smapling in the marketing mix.

A 30-second ad featuring the luminescent female character from the packaging free-running through the streets will also be featured in the campaign. The campaign has been created by Edelman.

https://www.youtube.com/watch?v=eT37SNFeKsw

According to a press release the online video demonstrates “the product’s ‘move with you’ point of difference” by representing a “limitless workout”.

Partnerships through the campaign include bespoke content on the PopSugar website, influencer activity with Base Body Babes Sjana Elise and Lauren Brant, digital activations within the Map My Fitness app network, a competition to win a place in the Colour Run Miami, sampling and a media launch through PR agency Edelman with parkour trainer Monique McDonald.