Kotex's new campaign encourages young women to #ChooseItAll for healthy period protection

Kimberly Clark’s Kotex, the global menstrual hygiene brand, has launched a new campaign to introduce its premium innovation in India called the Kotex Prohealth+ sanitary pads.

Kotex relaunched in India in May 2022 with their innovative Overnight Period Panties range. Eight months hence, the brand is back with their latest offering, Kotex Prohealth+, that allows consumers to #ChooseItAll, to not trade off or make compromises on their sanitary protection.

Saakshi Verma Menon, Marketing Director, Kimberly – Clark India, said, "As pioneers in feminine hygiene globally, we always encourage women to challenge misconceptions about periods. At Kotex, we don’t just make pads, we actively identify problems women face when it comes to periods and tackle them with revolutionary solutions. We realised women today are choosing leak-free pads but bearing rashes or some are choosing a soft rash free pad but dealing with wetness. Come on, it's 2023! Why can't women just #ChooseItAll? Hence, we are delighted to announce the launch of Kotex ProHealth+ sanitary pads in India. This disruptive new product will end the old cycle of choosing between singular benefits and give young girls a chance to elevate to Healthy Period Protection. We are optimistic that Kotex ProHealth+ will win the hearts and minds of our consumers in India, and we look forward to its commercial success.”

Conceptualised by Ogilvy India, the campaign encourages young women to rethink their current period protection choices and elevate to healthy period protection.

Tanuja Bhat, Senior Executive Creative Director at Ogilvy India, said, “Kotex is about revolutionising period solutions and prioritising period health. It believes that girls should not have to choose from options that make them adjust - be it in their lives or their sanitary pads. They should feel free and empowered to walk away from unhealthy things and situations. The campaign line 'I choose it all, I am the change' reflects and celebrates that exact sentiment. With a disruptive period solution that truly delivers what it claims, we aimed at creating a campaign that is carries the same disruption in terms of targeting, touchpoints, and mediums. While typically any product directed at digital natives sticks to the setting of social media, we managed to translate the statement of 'Choose It All' with an integrated approach across new age platforms."

This campaign, targeted at digital natives, has been rolled out on almost all relevant Gen Z touchpoints. 

Shekhar, Chief Client Officer and Office Head, West, Wavemaker South Asia, said, “To make a mark in a highly cluttered market it was critical we stand distinct and yet be precise. A lot of science, unique partnerships and long debates has gone behind mounting this disruptive campaign. The media plan has been created keeping in mind the Gen Z consumer’s media habits and ensuring we target them at multiple touchpoints that they are present on. In this campaign, traditional media platforms have taken a backseat and the new age channels are being used to reach the consumer base.” 

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