U by Kotex FOMO Spot Says Girls Have a 'Fear of Missing Out'
Katherinev123 — July 7, 2012 — Marketing
References: mumbrella.au & popsop
With fun and vibrant animation and an acronym you simply can't forget, the U by Kotex FOMO ad is targeting young, hip and impressionable women in Australia as part of its larger 'U Know What Works' campaign. FOMO stands for "fear of missing out," a fear that Kotex claims affects 94 percent of girls. So, the brand is calling on women who want to be part of anything and everything and is doing so with this quirky, movie trailer-style commercial.
Created by the agency Shift, the U by Kotex FOMO commercial features four young girls who are passionate about going out and attending parties and will try virtually anything to get to them, including hang gliding and digging a tunnel. The spot promotes Kotex's Nude Liners and will be officially launched on July 8.
Says Kotex's marketing manager Margaret Cheung, for Kotex girls with FOMO, "The exciting new campaign shows them that with thin and discreet U by Kotex Nude Liners they can be assured they’re prepared for anything so they never have to miss out."
Created by the agency Shift, the U by Kotex FOMO commercial features four young girls who are passionate about going out and attending parties and will try virtually anything to get to them, including hang gliding and digging a tunnel. The spot promotes Kotex's Nude Liners and will be officially launched on July 8.
Says Kotex's marketing manager Margaret Cheung, for Kotex girls with FOMO, "The exciting new campaign shows them that with thin and discreet U by Kotex Nude Liners they can be assured they’re prepared for anything so they never have to miss out."
Trend Themes
1. Trailer-style Tampon Ads - This trend involves using movie trailer-style commercials to promote feminine hygiene products, targeting young and impressionable women.
2. Fear of Missing Out - The concept of FOMO, or fear of missing out, is utilized in marketing campaigns to tap into the belief that it affects the majority of girls.
3. U Know What Works Campaign - The 'U Know What Works' campaign by Kotex aims to connect with young, hip women by leveraging fun and vibrant animation along with a catchy acronym.
Industry Implications
1. Feminine Hygiene Products - The feminine hygiene products industry can explore disruptive innovation opportunities by adopting unconventional and attention-grabbing ad formats, such as trailer-style commercials.
2. Marketing and Advertising - In the field of marketing and advertising, there is potential to tap into the fear of missing out (FOMO) trend to create impactful campaigns that resonate with target audiences.
3. Animation and Design - The animation and design industry can take advantage of the U Know What Works campaign by creating visually appealing and engaging content that captivates the attention of young women.
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