Kotex: Creating a trusted service for girls and overcoming taboos

Kotex, a brand of menstrual hygiene products, increased market share and brand recall in Russia by launching a mini-app tracker and chatbot that reminded young women when they needed to stock up on menstrual products.

Campaign details

Brand: Kotex, Kimberly Clark Agency: Mindshare Russia

Strategy

Objective

The feminine hygiene products market in Russia has two distinct leaders with more than 10% market share by value: Always 19.8% (1st place) and Naturella 16.1% (2nd p

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