Using humor as part of your marketing to women strategies is often a smart move.  “Brands shouldn’t be afraid to use humor,” said Amanda Stevens from Splash Consulting Group during her 2010 M2W® presentation. “Serious is boring.”  Kotex latest initiative is definitely not boring—especially since they have partnered with Emmy Award winning comedienne Kathy Griffin.  As part of the brand’s Panty-Approved program, the Kotex has launched a 5-webisode series that documents the head-to-toe ‘makeunders’ of their recent “Kotex Project Makeunder” winners.  Thousands of women participated in “Kotex Project Makeunder” which asked women to share their stories about the state of their lingerie drawers with winners receiving a ‘makeunder’ with Griffin and celebrity stylist George Kotsiopoulos.   In the webisodes, Griffin divulges personal stories while she and Kotsiopoulos style the three winners with new head-to-toe looks. Created and produced by BUZZMEDIA, the webisode series was also co-written by Kathy Griffin.  “Kathy and George were the perfect hosts to bring some fun and humor to the lingerie drawer,” said Kotex Brand Director, Aida Flick. “We hope the ‘Kotex Project Makeunder’ program and webisode series inspire women everywhere to embark on their own ‘Makeunder.'” The webisodes can be viewed on KotexProjectMakeunder.com.

The Kotex brand Panty-Approved program started in March 2010 and includes print and digital advertising, an updated website and a 7-day Panty Challenge.

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