Kotex: SOS Button

Kotex, a menstrual hygiene product brand, launched a campaign in Russia to increase purchase consideration and market share to try and close the gap with leading brands.

Campaign details

Brand: KotexLead Agency: Mindshare MoscowRegion: EMEA

Strategy

Objective

The feminine hygiene products market in Russia has two distinct market leaders with Kotex fighting for 4th place.

Brand consideration in this sector is formed at a young...