Kotex was relaunched globally in 2000 in a bid to become more relevant and approachable.
The new work uses mixed media to encourage women to reappraise Kotex, which has been repackaged. The executions convey a series of real-life scenarios of how young women experience and deal with their periods. Each execution incorporates the red dot symbol to show how Kotex allows women to carry on with their normal lives.
A 30-second TV spot, "sister synchronicity" depicts an everyday scene of two 20-something women relaxing at home together with their male housemate.
The work plays on the fact that women who live together synchronise their menstrual cycles.
The press work shows Kotex girls in a series of everyday scenarios, such as a yoga class, shopping and clubbing.
A radio execution complements the TV ad, and uses a sonic brand trigger to signal the presence of the red dot.
Media planning and buying is through MindShare. The ads were written and art directed by Christine Schipke and Sonya Grewal, and directed by Tenney Fairchild at M-80.