This campaign for U by Kotex., which included a full re-packaging and re-branding effort, turned the entire category on its head by questioning all of the stupid “period” tropes like women wearing white, and confronting FCC rules that didn’t even allow the word “vagina” to be uttered on network TV (it’s still not a clear path today). Thanks to this campaign, Kotex sales surged and it forced category leader, Tampax, to restructure its own branding efforts.