Campaign details

Brand: Kotex
Lead Agency: Mindshare
Region: Vietnam




The sanitary napkin market in Vietnam is dynamic in terms of brand communication, product innovation, and product portfolio expansion.

It’s a complex category in which consumer needs and insights are diverse and evolving, demanding brands to continuously innovate & adapt.

The market was first established and dominated by the Film format (~ 75% contribution to total category) which delivers the basic need of Ultimate Protection for a safe period. As consumers evolve, they are getting more demanding, seeking to move from a safe period to a comfortable period with pads that make ‘those days’ not only safe but also comfortable.

And here comes the role of the emerging Non-woven format. It’s a small, but rapidly growing segment, seeing double digit growth YOY. Winning in this segment became vital to Kotex as a market leader.