We conducted fact-finding road-shows in high schools to identify key issues amongst teenage girls. We then integrated these problems/issues, e.g. relationships, peer pressure and personal hygiene, into our content.Enter Kaisara! Her character mirrors Kotex’s brand personality. She’s a modern, independent teenager, who is always positive and rarely discouraged by challenges. Most importantly, Kaisara was an inspiring confidante for teen problems, offering helpful advice on relationships and feminine care. The series aired on primetime TV and simultaneously Kaisara was popularised via entertainment / talk shows, magazine cover stories, advice columns in newspapers, blogs, forums and video sharing websites and road-shows.In order to comply with Malaysia’s strict regulations on feminine care advertising we crafted the content in a manner that each branded ‘Kotex moment’ straddled commercial breaks within each episode, thus providing seamless branded entertainment to our audience.

Made history: “Kaisara’s Story” was the No 1 series in the country for 2007; it recorded 35.5 TVRs amongst young females.Perceptions changed and Kotex was transformed from “My mother’s brand” to “A friend that truly understands me.” Subsequently, Kotex sales increased +8% (value) and +7% (volume).