Kotex: Lea

Kotex, a brand of menstrual hygiene products, portrayed the difficulties Lea Campos faced as the world's first female referee in a film released the day before the World Cup 2022 to increase the brand's leadership in Brazil and combat period stigmas.

Campaign details

Title: LeaBrand: Kimberly Clark Product: KotexIdea: OgilvyCountry: Brazil

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessBrazilWomenAdults (26-55)MiddleA total of US$ 330,000 (local currency: R$ 1.650.000) was invested in the campaign. US$ 240,000 (local currency: R$ 1.200.000) in media and US$ 90,000 (local currency: R$ 450,000) in production.

Why is this work relevant for Creative Effectiveness?

Lea was born a winner as she faced the challenges of gender stereotypes and sexism in her time. Her story was used as a real-time...

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