Kotex: How Kotex became relevant again by letting girls protect each other
Campaign details
Brand owner: Kimberly-ClarkLead agency: Ogilvy & Mather Vietnam, Mindshare VietnamBrand: KotexCountry: VietnamIndustry Feminine hygieneMedia: Content marketing, Email marketing, Integrated, Internet - display, Internet - general, Internet - microsites, Internet - search, Mobile & apps, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Sales promotion, Social media, TelevisionBudget: 1 - 3 million
Executive summary
When Kotex launched in Vietnam in the late 2000's, it was a hit with young...