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copywriter & creative director
Our Walmart customer requested a custom activation for the launch a new line of Fitness products from U by Kotex. While the national concept was still being finalized, we ran with the idea of a non-traditional spokesperson and landed Jana Kramer, a musician, actor and fitness buff. This series of content videos offered Jana's fitness tips that can be used by anyone, anywhere, on any budget, and gave fans a glimpse into her life on the road. It was featured on the home page of Walmart.com and on social media.
In store, we couldn't use Jana's image so instead we incorporated dimensional fitness equipment (made of corregate!) into our displays to breakthrough and telegraph immediately that this is a line of fitness products.
ART DIRECTOR: Jessika Savage
ACD: Jowita Kostek
DIRECTOR: Amanda Marsalis
In Store and Online
To reinforce the flexibility of the new U by Kotex Fitness Pad, and grab attention at shelf, we created a PDQ tray with a curved front to look like a rolled up yoga mat.
The main benefit of the Fitness Tampons is a Fitpak, which protects them in your bag. The lug-on boxing glove represents that toughness and holds the Fitpak for shoppers to see outside of the package.
For out of aisle placement, we turned a standard clipstrip into a resistance band.