by Jack Neff / adage.com
Kimberly-Clark Corp. would like to start a conversation about vaginas.
On Jan. 7 its U by Kotex brand is launching a “Generation Know” campaign featuring 30- and 15-second TV spots. While the spots dance around the “V” word for the sake of getting past network standards, they support a much franker series of online videos and a GenerationKnow.com website styled as a sort of social network for discussing vaginal health.
Work from WPP’s Ogilvy & Mather, New York, leads the effort for the nearly three-year-old offshoot of the venerable Kotex brand. U by Kotex reversed a decades-long decline for the franchise by using offbeat, colorful designs, new packaging and a campaign that broke the conventions of feminine-care marketing.
Now, the brand is taking a step further by talking more directly about the anatomy it serves. The Generation Know effort addresses such “vaginal health myths” as the idea that using tampons means girls lose their virginity, or that the products can get lost in their bodies.
“One might view this work as provocative,” said Melissa Sexton, integrated marketing planning director at K-C. “But it’s provocative not for the sake of being provocative, but because that’s the way the honest conversation needs to happen.”
The TV ad uses testimonials from women young and old to address such myths as the virginity issue or the notion that “everyone will know” when a woman has her period. The online videos delve deeper, including a mini-documentary (below) where video blogger Kat Lazo confronts women on the street with diagrams and questions about vaginas.