Kotex: Stuff girls don't say

Kenneth Cheung, Chungaiz Mumtaz and May Lam

This campaign aimed to tackle a taboo subject in Chinese culture: menstruation. Due to these cultural sensitivities, Kotex approached the Chinese market in a different way to other, established markets.

Kotex: Stuff girls don't say

Kenneth Cheung, Chungaiz Mumtaz and May Lam

Campaign details

Brand owner: Kimberley-ClarkAgencies: Mindshare (Shanghai)Brand: KotexCountry: ChinaChannels used: Branded content, Internet - general, Social media, Word of mouth and viralMedia budget: Up to 500k

Executive summary

In a society where one does not speak out and ask questions, finding out about a culturally taboo subject like menstruation can be both intimidating and difficult.

Nevertheless, it is a subject faced by all women, one where knowledge had always typically been passed down from mother to daughter...

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