Kotex: Creating a trusted service for girls and overcoming taboos

Kotex, a brand of menstrual hygiene products, increased market share and brand recall in Russia by launching a mini-app tracker and chatbot that reminded young women when they needed to stock up on menstrual products.

Campaign details

Brand: Kotex, Kimberly ClarkAgency: Mindshare Russia

Strategy

Objective

The feminine hygiene products market in Russia has two distinct leaders with more than 10% market share by value: Always 19.8% (1st place) and Naturella 16.1% (2nd place).

Kotex has spent years trying to break this dominance and achieve above 10% market share to become a leading brand. But, by the end of 2018, it was still lagging behind with a 8.6% share. (Source: Nielsen, Dec 18)

The leaders' dominance is determined by auto-piloted purchases. Brands become leaders when young women enter the market, in fact 85%...

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