NEW CYCLE
KOTEX
CHALLENGEHaving the core belief that nothing should get in the way of someone’s progress, Kotex saw that the stigma around periods held people back from their fullest potential.
SOLUTIONThrough a new brand expression, Kotex started a “New Cycle,” ditching euphemisms to normalize conversations around menstruation. By partnering with inventor and YouTuber Simone Giertz, Kotex demystified common misconceptions around menstruation and provided educational content that left viewers entertained.
RESULTSOver 1.1MM organic impressions
127 countries represented in viewership
Average view lasting over 4 minutes, beating industry benchmarks
9k+ YouTube shares
ROLEBrand Communications | Client Services |
Project Management