U by Kotex has released a new commercial, aimed at inspiring and encouraging women to believe they can do whatever they dream of, regardless of their month period.
Soundtracked by the 2016 single “Bold” by California-based indie pop rock duo The Highfields, the ad, titled “She Symbol”, tells the story of how the brand come up with the idea of producing its sanitary pads, celebrating women and highlighting its committment towards making sure a pad or period stigma never holds back women from purchasing their dreams. “100 years ago, World War II nurses started “liberating” our cotton bandages for their periods. It was the inspiration for us to produce the first-ever widely available sanitary pads. Since then, women have inspired our innovations, challenged our thinking, and been at the centre of everything we do. And we will fight to make sure a pad or period stigma never holds her back.” onscreen lines read throughout the ad, which ends with the tagline “Period or not, she can”.
U by Kotex provides a wide range of products, from tampons that offer versatile protection in full-size or compact applicators to keep you comfy and confident, to Ultra Thin Pads, Maxi Pads, and Liners. In 2017, the brand teamed up with plus-size yoga instructor Jessamyn Stanley to promote the Fitness range of products, including liners, tampons and ultra thin pads, that enable women to work out even on their period.
“U by Kotex is proud to be working with Jessamyn Stanley to help women feel confident and comfortable in their bodies… She represents women beyond the traditional notions of fitness into a holistic view of health and wellness.
Her straightforward attitude, killer moves and admirable confidence is the embodiment of the spokesperson we want to represent U by Kotex FITNESS.” Kade Applegate, Brand Manager U by Kotex at Kimberly-Clark, said in a press release after the partnership with Stanley.