Kimberly-Clark is selling conversation – and its working. Their U by Kotex brand has taken 7% market share of the $2.6 billion feminine-protection business in the U.S. since launch in 2010, and now they’re turning up the heat in an integrated marketing campaign, “Generation Know,” which launched January 7th.

The tone is refreshingly direct in talking about issues of vaginal health, menstruation and wellness, with a goal of busting myths and letting young women understand issues key to their well-being and self-esteem.

“There’s way too much misinformation about girls’ health and bodies out there today; so much that more than half (51%) of girls say it’s hard to separate myths from facts when it comes to vaginal health,” Lauren Kren, brand manager, U by Kotex brand, told brandchannel.

TV spots hit the airwaves, dancing around the “V” word to pass network standards, while franker videos aired online such as the ones above and below, featuring two bold personal testimonies.Continue reading...

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Kotex held a blogger's party in Singapore over the weekend to introduce its new brand for that market: Kotex Wow, a box of colorfully wrapped tampons that will hit shelves in September.

Ben & Jerry's and cupcakes galore were on hand to help launch the product, which Kotex Asia is also promoting via its  'I Know' Movement Facebook and Twitter pages, and with a mobile app. (At least one male blogger was on hand, while a female blogger indicated her first preference is the U by Kotex brand.)

In the US, meanwhile, Kotex just announced Project Makeunder, a digital campaign featuring comedian Kathy Griffin and stylist George Kotsiopoulos in a competition to get women to trust the Kotex brand to protect their favorite lingerie. In return for sharing stories, according to the press release, the contest "gives women who are ready to upgrade their lingerie drawer the chance to receive a head-to-toe 'Makeunder' and star in an online video series documenting their experience."