Kimberly-Clark

Sally Goodsell Corbin, Brand Manager, Omni Marketing
Bridget Sigler, Senior Brand Manager, Omnichannel Marketing

VMLY&R Commerce United States *Lead Agency

Courtney Phillips, Account Supervisor
Sarah Kelley, Senior Account Executive
Katie McClanahan, Vice President
Shelly Schroedl, Vice President, Strategy
Matt Stuyck, Creative Director
RC Jones, Senior Copywriter
Rogelio Gamez, Art Director
Colleen Romano, Art Director
Jeremy Ruiz, Executive Creative Director
Ashley Huffman, Vice President
Tom Sleva, Associate Director
Kate Wilke, Associate Director
Emily Studnicka, Senior Analyst

U by Kotex’s “Roadshow To End Period Poverty” took a season in which its category had historically played a peripheral role and leveraged it to capture the hearts and purchases of teens and their moms at Walmart. The brand’s (literal) drive across America to end period poverty in schools resonated with back-to-school shoppers by demonstrating that for students in need, period supplies are school supplies. The program reversed a -18% decline in brand buyers with a +21% buyer lift, and also helped drive +11% in category dollar sales at Walmart.