U by Kotex - Normalize Periods Campaign
Periods are still treated like something to whisper about—and U by Kotex has never been one to stay quiet. This campaign pushed the brand’s legacy of fighting stigma even further, calling out the silence, the shame, and the outdated design of period products.
“Normalize Periods” reestablished the brand’s voice as bold, unapologetic, and unafraid to say what everyone else tiptoes around. The headline: Vaginas aren’t flat. And neither should your pad be.
The work ran across broadcast, social (IG, YouTube, Meta), UbyKotex.com and in-store—helping the brand win back shelf space and boost both preference and consideration.