Kotex: How to drive buzz for a product no one wants to talk about?

Huy Lam, Kirsty Toomer

Kotex, the femcare brand, successfully launched its new sanitary pad product in Vietnam.

Campaign details

Brand: KotexBrand owner: Kimberly ClarkLead agency: Mindshare VietnamContributing agency: Ogilvy VietnamCountry: VietnamIndustries: Feminine HygieneMedia channels: Online video, Outdoor, out-of-home, Packaging & design, Public relations, Social media, Word of mouth, influencersBudget: 500k - 1 million

Executive summary

How to drive buzz for a product that no one wants to talk about? Kotex is the no. 2 femcare brand in Vietnam behind Diana who have been leading in cool, innovative and trendy brand attributes in recent years. Launching new Kotex Mini-Meow to a Gen-Z audience,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands