In Adage: Interesting approach from Kimberly-Clark that competes with work by my former enterprise, P&G. The positioning seems to be delivering expertise vs the addition of a social element. Any reaction to how well the two approaches compare?
' .... GenerationKnow.com, a restage of the UbyKotex.com website, last week began offering bracelets to girls and women who sign up for the site. In moderated forums, they can ask or answer questions about vaginal health and periods. Answers come from moms and health experts in addition to peers. ... The web effort in some ways resembles the more than decade-old BeingGirl.com backing Procter & Gamble Co.'s category-leading Always and Tampax brands. But Jay Gottleib, VP-adult and feminine care at K-C, said: "We're not trying to be the tell-all expert, but to create that platform where you can find information and empower you as a woman or young girl entering the category to have a conversation. ... "
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