WWW.CHIEFMARKETER.COM SPRING 2013
BY KOTEX GOES MULTICHANNEL TO
BUILD BRAND WITH YOUNG WOMEN
BY PATRICIA ODELL
eenage girls are eager to talk about many things nail
polish colors, cool new apps, the cutest guy in One Direction, their
favorite young adult book list goes on. But vaginal health? Not
To get the conversation started with young female consumers, by Kotex
has created GenerationKnow.com, an online information hub for girls ages 14 to 22
that is helping drive brand loyalty and, ultimately, retail sales.
want to reach these girls at the point of brand adoption when they are experimenting with different says Lauren Kren, brand manager for by Kotex, a
line of tampons and pads available in brightly colored, eye-catching designs launched
by Kimberly-Clark in 2010. some point during that journey she tends to become
brand loyal, so by Kotex wants to be
Research by Kimberly-Clark revealed that 50% of the young women surveyed said it
was hard to separate vaginal health and wellness myths from facts, and that they did,
in fact, want to talk about it with friends in a place that felt nonthreatening and secure.
Enter social media and GenerationKnow.com, where not only peers but moms and health
experts can share information.
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