Kotex is in the midst of a makeover
Or, rather, it’s in the process of “a complete brand overhaul” of everything from innovation to marketing to activation, Katie Moran, president of the adult and feminine care business unit at Kotex parent company Kimberly-Clark in North America, told us.
The impetus for the change is simple: In the last decade, the Kotex brand, which was founded more than a hundred years ago, has been “losing relevance” with its customers, Moran explained, all while broader category innovation has stagnated to a point where consumers are unhappy—and saying so in market research, on social channels like Reddit.
Rather than ignoring the feedback, Kotex is taking it head-on in its latest campaign, called “You Asked. We Heard.”
The 60-second hero spot, from GUT Miami and directed by Camila Zapiola, pans across women in bathroom stalls who voice their complaints about pads. “Girl, it feels like someone stuffed a kitchen sponge in my underwear,” one woman says. Finally, the ever-increasing crescendo of voices is silenced when someone offers up a redesigned Kotex pad under the stall divider.
The spot continues with a new tagline for the brand first introduced in…….
Sources include:
marketingbrew.com
worldbranddesign.com (image credit)
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