With low growth for over a decade, U By Kotex, the Australian femcare brand, was under threat of deletion by retailers. By downplaying the importance of femcare brands in women’s lives, U By Kotex created relevance and differentiated itself from competitors. Provocative TV ads were launched with social and online support, later amplified by outdoor. Key brand measures such as love and affinity experienced double-digit rises. An estimated $12.9m of incremental revenue was generated. After languishing in 3rd position for years, the brand moved into leadership in 18 months.