Malaysian Media Awards Winners Showcase

2013 | |

Kotex Delivers Top Notch Friendship

Advertiser: Kimberly-Clark Trading (M) Sdn. Bhd.
Brand: Kotex
Creative Agency: Red Communications
Credits: Mindshare Malaysia — Audrey Low (Associate Director, Client Leadership), Rebekkah Paulette (Senior Executive), Samantha Tan (Executive), Yvonne Tan (Senior Executive) / GroupM ESP — Nazreen Hara Raj (Manager, Branded Content), Kimberly-Clark Trading (M) Sdn. Bhd.

Kotex was seen as a boring brand. Customer loyalty was dwindling and market share was eroding. Without product differentiation in the category, most players were selling the same product story. Our daunting task was to create a different approach, stay relevant, and WIN over young Malay females to choose Kotex. 

Speaking to young Malaysian females nationwide, we discovered that they face quite a few issues during their growing years, especially with regards to the uncertainties and challenges of entering womanhood. With this insight, we strategized for Kotex to address these issues in a manner that these girls can relate and connect to. So we conceptualized a TV drama from scratch, empowering them to embrace femininity with confidence, to face the challenging world today. 

MemberKu Hawa (My Friend, Hawa) reflects the lives of 2 young girls, focusing on friendship, women empowerment and confidence. Kotex was positioned to support and encourage them. The 10 episode series aired during primetime on the highest watched terrestrial channel. For relevance, content was delivered within the context of entertainment and popular culture, whilst reflecting Kotex’s brand values. Extensive TV promos and online media promoted the show. Branded TVCs featuring lead actresses promoted Kotex’s product. 

Kotex received positive reviews and sales were encouraging. Kotex Pads achieved highest market share ever during that period (40% share, with a +5%). Kotex Pantiliners overtook competitors to become the top player! Even Kotex’s imagery scores for loyalty increased during that period. Source: AC Nielsen Retail Audit, Milward Brown.