Our client challenged us to bring their partnership with Disney into the full Kimberly-Clark portfolio - even adult products. We came up with this idea, which I LOVE. U by Kotex launched as the brand that tells it like it is, so it felt really true to their brand. But ultimately it was too tough a sell internally at KC.
Sometimes your period makes you feel like a witch. So we created a limited-edition series of U by Kotex products featuring the fiercest of all the Disney characters: the villains. To help women embrace the darker side of their period, virtual reality endcap displays would bring the characters to life in store, magic mirror photo filters reveal your inner villainess for social sharing, and of course stunning packaging breaks through in a category that is very functional and always pushing the bright side of periods.
Sometimes it’s good to be bad.
ART DIRECTION: Jowita Kostek, Elise Nishiyama