Kimberly-Clark Australia’s four-way pitch for u by Kotex is over. STW’s The White Agency won.

It will be responsible for the overarching digital strategy, creative execution and ongoing social management of the brand across Australia.

The last U by Kotex campaign created by Shift was Ditch the cowboy walk, which launched in September last year promoting the brand’s Ultrathins range with a rapid-Dry Core. The TVC was either funny or as “gross” as the feeling that 93% of girls are supposed to have experienced while wearing a pad. [You choose: ed]

In June, U by Kotex launched its Missile Moments stunt through Edelman Public Relations, borrowing from the hidden camera show, Punk’d. The stunt captured reactions from the Australian public when an undercover actress drops tampons from her bag at inconvenient moments. The campaign launched U by Kotex Tampons’ Designer Series, highlighting the re-sealable, zip-close pouch that gave it a unqiue point of difference in the market.

Will U by Kotex continue to explore women’s alleged menstruation dramas?

Gabbi Davidson, senior brand manager, Kimberly-Clark Australia commented, “U by Kotex is focused on driving stronger connections with consumers and we see digital as a key channel in helping us achieve this. In selecting the right strategic partner, we wanted the agency to demonstrate an ability to inspire through digital leadership and take our brand to the next level and The White Agency delivered on all these fronts.”

Andrew Davenport, managing director, The White Agency, added, “This is a fantastic client win for White and we’re looking forward to the challenge of working with a dynamic brand.”