Tango worked with the U by Kotex team of agencies with the support role on the “Ultimate Care down there” (or beaver) campaign for the fem care brand.
We created a normalization strategy of content to support the new tag line and take it to market, via content, PR and sampling.
We started the conversation on the importance for women to “take care down there”, by engaging a female gyno health expert to assist us in the area of vaginal health – and also discussing how many women need to use euphemisms to open up.
Key to this plan was ensuring support through the sales team and retailers who support the product, so materials created to explain the rationale for the campaign were developed through the creative process to assist with concept alilgnment.
Working with U by Kotex media partners and sampling in women’s loos, we were able to talk directly to the consumer on her terms. The VIP U Loo was well received, with some 159 U Loo VIP sessions taking place in cinemas nationally during the first 3 weeks the Sex in the City Movie aired nationally.
The program was part of our work intertwining brand reputation management with consumer connection points.

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