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 age - 85% of young women continue to buy the first brand they use, so it becomes a habitual purchase. But in 2020 the category began to decline and so price wars and discounts started to become a decisive factor.
Against this backdrop, Kotex needed to increase purchase consideration and its market share to try and close...