New 'Red Dot' Campaign for Kotex
Kotex, a Kimberly-Clark brand, builds off the familiar pattern of their 'Red Dot' campaign, first launched in 2000, to bring a new marketing effort that features the brand's 360 degree communication.Kotex Brand Really "Gets" Women:
Based on its understanding of consumer insights, Kotex, which is the only feminine care brand to offer products across all three major product forms (Pads, Liners and Tampons,) has created products and packaging that makes women feel special, rather than being just simply functional.
The advertising campaign is illustration-based and initially includes three television spots, three print advertisements and the use of a national mall tour. "As part of a 360 degree communications strategy, we expand the campaign's brand message literally beyond traditional advertising to directly connect with our target audience of young women aged 18 to 24," said Dave Rasmussen, Mindshare. "Utilizing nontraditional media such as sky murals in high-traffic shopping. Media was placed by Mindshare Chicago and includes buys on ABC, NBC, FOX, UPN and WB as well as MTV, Fuse, E!, Family Channel, Comedy Central, USA and VH1. Three initial print advertisements are in Entertainment Weekly, In Touch, InStyle, People, TV Guide, Woman's World, Health, Elle, Teen Vogue and Lucky.
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