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...