Kotex: Fighting back period stigma – bloody awesome series

Kotex, a menstrual hygiene brand, launched the BloodyAwesome music series to fearlessly normalise periods with direct keywords, empower girls in Vietnam to explore, share and make informed purchases, open discussions about menstrual health, and increase brand equity.

Campaign details

Brand: Kimberly ClarkAgency: Mindshare Vietnam / WPPRegion: APAC

Strategy

Objective

Challenge: In Vietnam, menstruation discussion is largely taboo. The stigma around it has resulted in a lack of information being shared between generations. Kotex fights stigma but faces media restrictions on direct keywords.

Insight: Collider's research shows Vietnamese GenZ girls seek shame-free discussions about periods, rejecting shame and favoring direct conversations. Moreover, music acts as viral content and an unrestricted medium for discussing period-related keywords, promoting a cultural shift.

Idea: Kotex's music series, BloodyAwesome, fearlessly normalizes periods with direct keywords, empowering girls in...

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