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Care for the beaver

Flavor: Advertising

Despite complaints from consumers, the Kotex U tampon is keeping a cheeky Australian campaign featuring a woman, her animated beaver and the tagline "You've only got one. So for the ultimate care down there, make it U." Not surprisingly the ad has sparked complaints, but it's also helped Kotex gain two share points in the $250 million market and overcome the perception that it's not as reliable as rival products.

The creative idea was based on a Kotex research that found that 90% of woman name their vaginas and that "beaver" was among the 181 names logged.

Via jezebel.

Carole L.
November 13, 2008

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