Tampon Maker Finances Canadian Vampire Web Series

U by Kotex is combining 'Carmilla' with a commercial series and other product integration content

Feminine care brand U by Kotex is financing Carmilla, a quirky Canadian vampire web series.

Kimberly-Clark's new tampon line is executive producing the YouTube series, which will consist of 36 four-minute episodes, from Canadian producer Smokebomb Entertainment and digital agency shift2 that asks whether vampires get their periods.

The scripted series, inspired by a classic gothic vampire novella by Joseph Sheridan Le Fanu, features a young university student, played by Elise Bauman, sharing a dorm room with a young vampire (Natasha Negovanlis).

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The Carmilla web series soft launched in August on the VervegirlTV YouTube channel. U by Kotex waited until this week's Buffer Festival in Toronto to publicly reveal its participation.

That has now allowed the tampon maker to combine Carmilla with its Save the Undies commercial series and chase even more young consumers with Twitter and Tumblr feeds and product integration vlogs. "With Carmilla, we are combining vlog-style direct address and character-driven storytelling to go beyond product integration and one-off videos," shift2 CEO Kaaren Whitney-Vernon said in a statement.

Shaftesbury Sales Company shopped Carmilla to digital buyers at MIPCOM.