A new campaign from U by Kotex® called “Play on Your Period,” which celebrates female athletes competing at the highest level during March Madness.
The multi-touchpoint campaign aims to normalize menstruation in sports and celebrate the strength of female athletes. Here’s a quick look at the campaign:
- Behind-the-Scenes with Top Athletes: U by Kotex® will partner with elite NCAA NIL female basketball players – Saniya Rivers, Kailyn Gilbert, Kaia Henderson, Chance Gray,Gabriela Jaquez, Alyssa Utsby, and Te-hina Paopao – for “What’s in My Bag?” videos on how they prepare for March Madness tournament travel. You can see some of the content here, here, here and here.
- Women On The Street Social Show: Throughout March Madness, the brand will film “Women on the Street” interviews at local sports bars. With multi-episode content running on Instagram, TikTok, Facebook and YouTube, this series will highlight women who, like the athletes in the tournament, fearlessly compete at the highest levels, even while on their period.
- 15-Second Ad Spot: For fans tuning in to ESPN’s coverage of March Madness, U by Kotex® will air a strategically targeted, 15-second ad on X ahead of news updates, and viewers will see how these athletes manage to compete on their period. You can view the spot here: PLAY ON YOUR PERIOD
- Interactive Snapchat Filter: A custom Snapchat filter for fans to interact with and show their support for female athletes playing on their period.
