U by Kotex encourage women to ‘ditch the cowboy walk’ in campaign for ultrathins range

Sanitary brand U by Kotex is promoting its Ultrathins range as the solution to the “cowboy” walk, which its research suggests is experienced by 93 per cent of women when they are wearing a pad.

The ‘Ditch the cowboy walk’ campaign, created by branding agency Shift, shows women walking like cowboys before ditching the western gear for more feminine outfits on discovering the new range.

https://www.youtube.com/watch?v=K-1uxRkxyYE

Brand manager Danielle Langer said: “93 per cent of girls told us they don’t like this gross feeling but often feel like it’s something that they just have to put up with.