Our Audience
Point of brand adoption, girl 14-21 years old, user of premium sanitary pads. Lives in metros. SEC A. Digital native. She bears the weight of expectations – both external (family, society, brands) as well self-imposed, when it comes to periods. The pressure to conform to expectations on what to do and how to behave makes her feel restricted and not in control of her choices. However, she strongly believes that she has to be harbinger of change that she wants to see in her life. So, instead of blindly following expectations, she questions and chooses to do what she thinks is right for her.
Desired Response
THINK : Kotex OVN Period Panties are the ultimate night-time protection she needs for complete protection and unrestricted sleep on heavy flow nights. FEEL : Kotex is a progressive & innovative brand, and OVN Period Panties are a life-changing product. DO : Try Kotex OVN Period Panties and add it to her repertoire for night-time protection on heavy flow days.
Our Response
Kotex Overnight Period Panties – Breaks the old cycle of night-time discomfort and anxiety on heavy flow nights, by bringing in complete 360 degree protection for anxiety-free and restful nights like never before.
Brand Expression: I own the night. I am the change.
Manifesto film
Hula-Hoop
Gamer
Biker
Product Cohort Films on digital, ecomm
Campaign Communications
