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It looked like your typical heart-shaped box of chocolates for Valentine’s Day, but the message on the lid intended to stop the recipient in their tracks: “Let’s have period sex.” Inside were truffles labeled “sex chocolate.”
The campaign from U by Kotex, a menstrual care brand under Kimberly-Clark, aimed to break taboos with a blunt, attention-grabbing message that would make many marketers nervous. The agency behind it, Quality Meats, likes to get straight to the point.
ADWEEK’s 2024 Small Agency of the Year sells itself on a transparent, frank approach that has attracted both big-name clients and creative accolades. Like a butcher that serves only the finest cuts of meat (the inspiration for the agency’s name), Quality Meats wants to “make some great work and remove all the BS that gets in the way,” per its tagline.
This story appeared in the Dec. 17, 2024, issue of Adweek magazine. Click here to subscribe.
