JWT/OgilvyAction Wins Silver at 2011 North America Effies

NEW YORK, June 8, 2011: The Effie Awards, a globally recognized awards program that celebrates the most effective advertising efforts each year, announced the winners of its North American competition last night in Manhattan.

JWT/OgilvyAction was awarded a Silver for the “U by Kotex” campaign for client Kimberly-Clark in the newly-created Shopper Marketing category. 

The national program took Kotex into the 21st century by shining a light on a stale, out-of-touch category via a clever shopper marketing campaign that broke down category conventions. Across the country, retailers were engaged using buzz kits, and smart partnerships including cosmetics promotions and free movie tickets to move the brand out of the aisles, make it less embarrassing to shop for, and overall make Kotex relevant again.

The judges noted the “U by Kotex” campaign as unique and thorough – a “game changer” rooted in insight from the shopper.

Effie winners represent client and agency teams who tackled a marketplace challenge with a big idea and knew exactly how to communicate their message to their customer.

Contact: Lauren Smith
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