It’s downright impossible to start a conversation that begins with “Wow, did you notice the new feminine sanitary napkin!!??“

The category is stable, brand choice is usually passed from mother to daughter and young girls (18-24) tended to stay brand loyal.

Kotex, the #2 player in the market, introduced an upgraded product, Kotex Comfort Soft, to take share from P&G’s Whisper White Skin with the key benefits of comfort and softness.

However, we had one big problem. Comfort and softness were the benefits that defined the category. How do we make consumers believe we have the most comfortable product? And just as importantly, how do we get them to switch to Kotex Comfort Soft?

With a total budget of 7.7 million HKD (around 1 Million USD) we were tasked to break through the clutter and differentiate Kotex from its competitors.

“Please don’t show me a sanitary napkin,” words that shouldn’t be said out loud.

Our goal was to encourage our consumers to feel the softness and comfort of our pads but we were also aware that it's quite difficult to feature a real sanitary pad at retail.

Our solution was very simple. We worked with a well known Hong Kong illustrator, Daryl Cheung, and turned his famous bear character “Bac Bac” into a plushy SOFT TOY.

By turning a sanitary pad into an adorable SOFT TOY we were also able to work around sensitive issues and be more aggressive at retail. Additionally, we created Kotex Comfort Soft gift capsule with “Bac Bac” that was delivered to our targets (including KOLs & young girls).

In a category that lacks excitement, the campaign had cut-through and opened ways for girls to experience sanitary pads in an open, engaging and fun huggable way.