U by Kotex

Normalize Periods

Agency: Ogilvy New York


UbK) recently launched “Normalize Periods,” national advertising campaign. The campaign aims to help destigmatize periods by provoking people to wonder why periods aren’t seen and treated as normal as they are and invites consumers to challenge all the stigmas people have been conditioned to accept about periods.

The “Normalize Periods” campaign, designed to target Gen Z and Millennial consumers, was developed in partnership with Ogilvy New York, and takes a bold, unapologetic stance on period care through digital spots, banner ads, shopper activations and influencer partnerships all created to destigmatizing typically taboo period issues – like feeling the need to hide your period care products or being self-conscious about period smells – with a playful tone conveyed through clever, candid copy and scripts that don’t use euphemisms or pet names like most in the category and instead use the proper medically-correct terminology like vagina, vulva or labia majora.

As the first brand to openly display pads on shelves and use red liquid instead of the sanitized blue substance still favored by competitors in its advertising, U by Kotex® has a long legacy of breaking down stigmas around period care. The “Normalize Period,” campaign is no different as it reflects the brand’s commitment to creating a more open, unabashed dialogue around periods and reinforces the notion that periods are something we can speak about openly and not be ashamed of.

This professional campaign titled 'Normalize Periods' was published in United States in May, 2023. It was created for the brand: U by Kotex, by ad agency: Ogilvy New York. This Integrated medium campaign is related to the Personal Accessories industry and contains 2 media assets. It was submitted about 1 year ago.


Agencies involved + responsibilities:
Ogilvy New York: Creative and Strategy
Mindshare: Media Planning and Strategy
VaynerMedia: Social Media
M Booth Health: Public Relations


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