Kotex - India Launch
Brand Design + Launch Campaign
Brand Kotex’s ambition is to ensure that periods never get in the way of any girl’s progress.
Kotex launched in India with the introduction of Overnight Period Panties - a breakthrough innovation that gives unparalleled period protection on heavy flow nights. Kotex Overnight Panties’ ambition is to ensure that girls can own the night to progress freely.
The brand launched with the idea - I own the night, I am the change.
Encouraging women to not let their periods hold them back so they can own the night - in any way they choose. It was brought alive through the core identity assets, the values and the tone of voice which were aligned and consistent across all touchpoints.
The Line of Progress originating from the Anchor - the She Symbol
Kotex aims to support and encourage young girls and women on their journey to establish a new world order and break the cycle of the old world.
The girl we are talking to.
In a world that says girls need to be home before the night sets in, Kotex, as a brand, believes young, confident girls can proclaim,
‘The night is mine, I am the change'.
You don't need to overcompensate on your period. Girl, you are free to do what you want; be a pro gamer, a hula hooper, a night rider or just take the night off.
Ideas worth exploring
