Kotex: How Kotex became relevant again by letting girls protect each other

Campaign details

Brand owner: Kimberly-Clark
Lead agency: Ogilvy & Mather Vietnam, Mindshare Vietnam
Brand: Kotex
Country: Vietnam
Industry Feminine hygiene
Media: Content marketing, Email marketing, Integrated, Internet - display, Internet - general, Internet - microsites, Internet - search, Mobile & apps, Online video, Packaging & design, Point-of-purchase, in-store, Print - general, unspecified, Product sampling, Sales promotion, Social media, Television
Budget: 1 - 3 million

Executive summary

When Kotex launched in Vietnam in the late 2000's, it was a hit with young Vietnamese girls. Flash forward 7 years later, when the brand was seeing a market share under pressure and its relevance challenged. It was clear it had to do something.