Kotex: Soft Delivering the Best of Both Worlds

Kotex, a brand of feminine hygiene products, increased its market share by targeting Vietnamese women on their most used device.

Campaign details

Brand: KotexLead Agency: MindshareRegion: Vietnam

Strategy

Objective

MARKET BACKGROUND

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...

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