Kotex: The stain

Period products brand Kotex tackled the taboos around its category to change the attitudes of its target audience in Peru.

Campaign details

Title: The StainBrand: KotexProduct: Kotex Feminine CareIdea: Valor Socios de MarcasCountry: Peru

Entry history

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessLatin AmericaWomenOtherMiddle$8,000

Why is this work relevant for Creative Effectiveness?

In Peru, menstruation is a taboo; nobody talks about it. That's why 8 out of 10 girls think their period is an illness and are afraid to go to school and trump their futures because of it. Nobody talks about this problem because it is not "newsworthy"....

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