MTV and U by Kotex® Team Up to “Save The Undies”

— February 11, 2016

– 13-week program launches across MTV, Much, E!, and VEVO platforms today –
– Campaign features ETALK Reporter and Much host Liz Trinnear, Much Digital Studios Creators The Baker Twins and Tasha Leelyn, and TV host Maripier Morin –
– Viewers can visit for exclusive content and contests, including a VIP trip for two to Los Angeles to attend the MTV MOVIE AWARDS –

TORONTO (February 11, 2016) – MTV and U by Kotex® go with the flow with the “Save The Undies” campaign, currently underway across MTV, Much, E!, and VEVO platforms. The 13-week program, which launches today, features four distinct videos with ETALK Reporter and Much host Liz Trinnear, Much Digital Studios Creators The Baker Twins and Tasha Leelyn, and TV host Maripier Morin. Within the videos, the women engage in some serious girl talk about all things period-related, revealing their period habits, favourite style of underwear, feminine care products, and more. The videos will appear as one-minute vignettes on, 30-second spots broadcast across MTV, Much, and E!, and 15-second sponsored videos on Instagram. As part of the “Save The Undies” campaign, viewers can vote online at for their favourite undies with a chance to win exclusive rewards, including: a grand prize VIP trip for two to Los Angeles to attend THE MTV MOVIE AWARDS. The MTV production team will capture this content for a “Winners Experience Spot” which will air during THE MTV MOVIE AWARDS broadcast on Sunday, April 10 on MTV. Additionally, 13 weekly prizes will be awarded throughout the campaign, including a $500 gift card to Fortnight Lingerie, weekly U by Kotex gift baskets, and $100 Shoppers Drug Mart gift cards. “Bell Media’s new relationship with U by Kotex is a perfect fit for MTV and Much,” said Alyson Walker, Vice-President, Brand Partnerships, Bell Media. “This partnership provides our viewers with unique and engaging content that will resonate with target consumers.” “U by Kotex is proud to help cultivate open and honest conversation among women about periods,” said Denise Darroch, Brand Manager, Kimberly-Clark. “Women across Canada lose millions of pairs of underwear each year due to failed period protection. U by Kotex offers a full line of feminine care products that provide outstanding protection and unique designs for every woman – helping to save the undies!” MTV and U by Kotex “Save the Undies” campaign is done in partnership with Mindshare Canada and Ogilvy & Mather.

About U by Kotex®:
Kimberly-Clark created the feminine care category with the launch of Kotex brand almost 100 years ago. Now, U by Kotex, a full line of feminine care pads, pantiliners and tampons, continues to push category boundaries. By providing outstanding protection and unique design, the brand brings women a better feminine care experience overall.

About MTV:
From fashion and politics to lifestyles and trends, MTV is all about the stories of young amazing lives from a distinctly Canadian perspective. Available across multiple platforms, including online at and live on Bell Mobile TV, MTV pushes boundaries with innovative original programming.  MTV is available in 6.5 million households across Canada and is a Canadian-programmed and managed business. MTV is a division of Bell Media, which is part of BCE Inc. (TSX, NYSE: BCE), Canada’s largest communications company. MTV in Canada is one of 63 MTV-branded services available in 152 territories around the world.


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Amanda Rinaldo

Manager, Publicity Bell Media Studios & Radio
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