U by Kotex FOMO Spot Says Girls Have a 'Fear of Missing Out'

 - Jul 7, 2012
References: mumbrella.au & popsop
With fun and vibrant animation and an acronym you simply can't forget, the U by Kotex FOMO ad is targeting young, hip and impressionable women in Australia as part of its larger 'U Know What Works' campaign. FOMO stands for "fear of missing out," a fear that Kotex claims affects 94 percent of girls. So, the brand is calling on women who want to be part of anything and everything and is doing so with this quirky, movie trailer-style commercial.

Created by the agency Shift, the U by Kotex FOMO commercial features four young girls who are passionate about going out and attending parties and will try virtually anything to get to them, including hang gliding and digging a tunnel. The spot promotes Kotex's Nude Liners and will be officially launched on July 8.

Says Kotex's marketing manager Margaret Cheung, for Kotex girls with FOMO, "The exciting new campaign shows them that with thin and discreet U by Kotex Nude Liners they can be assured they’re prepared for anything so they never have to miss out."