Kimberly-Clark's new TVC for the U by Kotex Platinum range of ultrathins and tampons went to air on 3 May.
The ad aims to drive awareness of the range by focusing on the key selling point - the packaging design.
The TVC will run on free-to-air and subscription TV channels during 2010.
The campaign also includes magazine advertising in women's titles including Vogue, Marie Claire, Harpers Bazaar, Grazia, Cosmopolitan, Cleo, Madison and OK.
