Campaign details
Brand: KotexBrand owner: Kimberly-ClarkEntrant company: Mindshare, MoscowMedia: Mindshare, Moscow / Mail.Ru Group, MoscowMarket: Russian FederationSector: Feminine hygieneMedia channels: Mobile & apps, Sales promotion, Social media, Television, Voice, chatbotsBudget: 500k - 1 million
Executive summary
Kotex entered Russian market later than competitors and was the 4th in market share and the 4th in brand power for 20+ years.
Mass communication in Russia is limited by taboos and biases on menstruation and around it topics, therefore communication is generic and similar across brands.
Kotex braked...