Kotex adapts French program for MTV

The brand has extended its program with Bell Media to bring its "Save the Undies" campaign to English Canadians.

U by Kotex is hoping to remove some of the taboo around women talking about their periods with the English Canadian adaptation of “Save the Undies.”

Created in partnership with Bell Media, with media from Kotex’s media agency Mindshare and creative from Ogilvy & Mather, the 13-week multiplatform campaign is an English adaptation of the French Canadian program that went live last fall. Both campaigns are the first Canadian work around U by Kotex’s “Save the Undies” campaign, which went live in the U.S. in 2014.

The English and French Canada programs feature local personalities, with the new English version including eTalk reporter and Much host Liz Trinnear, Much Digital Studios creators The Baker Twins and Tasha Leelyn and Quebec media personality Maripier Morin, who was also featured in the French campaign.

The personalities appear in a slate of videos that show up as one-minute vignettes on MTV.ca, 30-second spots on MTV, Much and E! and 15-second sponsored videos on Instagram.

Spots drive viewers to Mtv.savetheundies.com, where viewers can vote for their favourite underwear style for the chance to win prizes, including the grand prize of a trip for two to Los Angeles to attend the MTV Movie Awards.

Denise Darroch, brand manager, Kimberly-Clark Canada, says “Save the Undies” is targeting millennial women, seeking to engage them on platforms that they are already visiting in their daily lives.

While she didn’t share full results from the French campaign, which launched in September, Darroch says that videos in the program were viewed over 20,000 times online, with over 30,000 unique entries to the French contest.

The media mix was adapted for the English program to include more social media support and engagement compared with the French program. Darroch says that expansion is based on learnings from the French campaign and the greater number of English-speaking consumers.

This isn’t the first time that U by Kotex has targeted millennial women with online videos. The brand partnered with Smokebomb Entertainment and shift2 in 2014 to produce the vampire-based web series Carmilla. The series, which is currently in production on season three, has since gone on to garner attention that most non-branded series can only dream about; winning awards and its own fan base who call themselves Creampuffs.