Kotex: SOS Button

Kotex, a menstrual hygiene product brand, launched a campaign in Russia to increase purchase consideration and market share to try and close the gap with leading brands.

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...

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