In Australia, Kotex Plans to Maintain Its (Animated) Beaver

Controversial Ads Deliver Market Share Gains, Complaints for Tampon Brand

By Published on .

A trend piece on sexy ads in the Sydney Morning Herald brought good news. Despite complaints from consumers, the Kimberly-Clark tampon brand Kotex U is keeping a cheeky Australian campaign featuring a woman, her animated beaver and the tagline "You've only got one. So for the ultimate care down there, make it U." Not surprisingly the ad has sparked complaints (over 150), but it's also helped Kotex gain two share points in the $250 million market and overcome the perception that it's not as reliable as rival products.

The success all make sense when you realize the creative idea was based on sound research. As the article details, Kotex research found that 90% of woman name their vaginas and that "beaver" was among the 181 names logged.

Happily, the Sydney agency Brandshop is currently working on a follow-up to the ad, embedded below, for next year. Sadly, the article said, the concept won't be exported outside Australia.

Most Popular
In this article: