THE BRIEF
Identify and recommend a powerful Limited Edition design idea which would appeal to the Kotex target audience of young Malaysian girls between the ages of 16 to 25.
Introduce and create buzz to drive awareness about the launch of the 2020 Kotex Limited Edition.
THE OBJECTIVE
To continue to champion women’s progress in Malaysia by celebrating the achievements of Malaysian women.
STRATEGY
In conjunction with Kotex’s anniversary and celebrating 100 years of championing women progress, Kotex wanted the Limited Edition range to be more than just an exclusively designed pack. So Kotex collaborated and commemorated local icons who are an embodiment of the brand values and have continued to pave the way for women progress in Malaysia.
Yuna and Datuk Nicol David are Malaysian icons, who through their tremendous achievements in the music and sports field respectively, have brought Malaysia into the global spotlight. They faced adversities along the way but they proved that nothing can hold them back - period or not, #SHECAN.
The 2020 Kotex Limited Edition range were not just beautifully designed packs on the shelves. They were a reminder and an inspiration to the next generation of icons that they too can achieve great things. And Kotex was right there with them!
DELIVERY
CREATIVE DROPS
Keeping the buzz going following the digital launch, we seeded out the new Kotex Limited Edition packs to media and influencers, giving them a chance to collect and experience the unique range.
Packaged in a clear box allowing the bold packaging to stand out, the creative drops included supporting items that tied back to the icons and were functional for the recipients in their journey to taking charge of their dreams and turning them into reality because Period or Not, She Can!
Reminding the girls to move to the beat of their own drums, they received a pair of Yuna-autographed earpods. Ensuring they are prepared to break a sweat, they received a sweat towel autographed by Datuk Nicol David.
DIGITAL LAUNCH EVENT #SHECAN IG LIVE SESSION
Seeing as the pandemic put a pause on physical event, we digitally launched the Kotex Limited Edition range on a platform that our key audience would resonate with - Instagram Live.
Leveraging Kotex Malaysia’s Instagram platform, we hosted two Live sessions back-to-back featuring both icons as they conversed with host and women empowerment advocate, Natalie Hussain. Engaging both icons was certainly impactful as they inspired and engaged with their fans throughout the session.
The icons showcased the Limited Edition packs to viewers for the first time as they discussed their stories of progress and opened up about personal challenges they faced. They also shared how they rose to those challenges and now inspire others just like them.
KOTEX #SHECAN FUND INITIATIVE
Strengthening the commitment to progress, Kotex set up #SheCan Fund initiatives with Yuna and Datuk Nicol aimed to contribute to women progress - Kotex believes the world is full of women that give their all, never stopping for anyone or anything because Period or Not, She Can.
Inspiring women to achieve their passion, enrich their lives and those around them, the Kotex #SheCan Fund nudges ambition into reality by giving women a platform to achieve their dreams.
Through the She Can Fund x Yuna, girls were encouraged to step out of their comfort zones and recognise their talents! The lucky two winners were given the chance to sit in a one-on-one workshop with Yuna herself and were sent musical instruments to aid them in the beginning of their careers.
The collaboration with Datuk Nicol David aims to kickstart young girls’ sports journey and recognising their absolute potential. Two lucky winners were able to have a one-on-one with Nicol David talking about their passion and gain insight / tips on how to excel in their respective sports and they were sent sports apparel to keep the momentum going!
