Case History Database

This paper outlines U by Kotex Australia’s ‘Let’s Move On’ campaign. It covers the campaign’s two years of activity from 2016-2017 and its effects on the business. This is a story about a brand doing the unimaginable; positioning itself as unimportant in the lives of its consumers. By breaking marketing and category conventions, our campaign shot the brand from third place to outright leader in less than two years.

	Strategy Director / Author		Giorgia Butler		Ogilvy Australia
	Senior Strategist / Author		Heather Sheen		Ogilvy Australia
	Creative Director		Jenny Mak		Ogilvy Australia
	Group Account Director		Sheridan Turner		Ogilvy Australia
	Marketing Sector Leader		Margaret Cheung		Kimberly Clark Australia