U by Kotex marketer: the beaver won’t go on TV because it was spoiling our messaging
Kimberly-Clark has chosen not to reintroduce its controversial beaver in TV advertising for sanitary brand U by Kotex, because the character was detracting from the message the brand wanted to communicate to girls.
Kimberly-Clark yesterday brought back the beaver, which hasn’t been seen since it first appeared in 2008, but it will feature online only.
Answering a question on why a campaign would feature a brand mascot in one medium but not another, Margaret Cheung told Mumbrella via email: “The ‘Ultimate Care’ campaign featuring the beaver was highly successful in generating awareness and educating girls about providing ‘the ultimate care down there’.
“As with many campaigns, however, there was a shift over time. Tracking showed that the Beaver character was starting to detracting from the key messages we were trying to communicate to girls,” she said.
Can it get more confusing? This person clearly has no idea about brand positioning/building et al. Clearly with their massive brand spend they can afford to support two completely different approaches…
Hahah. Let’s just put it on the internet, no one will notice…
Sounds like they’re don’t want to let go of the beaver yet are scared to continue with it too. They’ll end up with … your guess is as good as mine …
So offensive. As long as this brand uses that stupid mascot, I will never buy its products!
Sounds like neither the Client or the Agency has a clue. Initial campaign, which was lame and offensive to many, is proved to be damaging brand and detracting from product message and yet they are going to retain part of it… real smart
vagina
Blokes loved the beaver but females hated it. Since the only market for their products is females, I think I understand why Kotex and their agency are gilding the lily so much.
I’m a girl. I loved the beaver ads, thought they were cute and humerous. And think Kotex have really good products.
Being offended by the beaver is a bit precious, and not using their products because of it is your loss.
And no, I don’t work for Kotex, or their agency.