In joint promo Dolly magazine readers get sneak peek of new TVC for U by Kotex Designs liners
From tomorrow DOLLY Magazine readers will have a sneak peek of the U by Kotex brand’s new TVC for new U by Kotex Designs Liners as part of an online promotion.
With creative by agency SHIFT, Sydney, the U by Kotex brand is partnering with DOLLY in a joint effort to empower girls through a promotion which gives readers the opportunity to have their say in the January issue of the magazine.
DOLLY readers can contribute to the issue by voting on the content they want to read about from celebrity interviews to quizzes, posters, articles and more.
Five extra lucky girls will also win the opportunity to spend a day working alongside the fashion, beauty and entertainment editors, helping edit a section of the magazine that will go on sale in December 2011.
The joint promotion also provides a platform to launch an exclusive preview of the latest TVC created by Shift which will launch tomorrow, 14 September.
The DOLLY promotion and new TVC are part of the U by Kotex brand’s ‘U Know What Works’ campaign following the successful ‘Daggies’ and ‘Leak Check’ executions released recently.
The new TVC and print advertisement officially launch on national television on Sunday 9 October and will appear in magazines such as DOLLY, Cosmopolitan, CLEO, Grazia and Shop Til You Drop.
Says senior brand manager for Kimberley-Clark, Leanne Koh: “The partnership with DOLLY takes the ‘U Know What Works’ campaign to the next level by empowering them and giving them the opportunity to express to us what they want”.
All advertisements in the ‘U Know What Works’ campaign were created by Shift and implemented with the support of media agency Mindshare. Shift has been involved in brand positioning and campaign development for U by Kotex since 2004.
2 Comments
Why no reference to “pants”,”panty” “knickers” or “briefs” anywhere? We’re all grown ups and we KNOW how things work, so why the coyness? They’ve missed a trick here by not actually mentioning what this product is or does. It’s all very well bandying around terms like ‘fresh” but unless I have some idea what or where is being kept fresh, the communication is wasted. Call me old-fashioned, but surely that’s what san-pro advertising is supposed to do?
What a fancy addition to my undies!!! Just can’t wait to bleed all of em.