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Puritan, tender, rebellious, feminine – lingerie fashion of the last century reflects steadily increasing level of women's confidence.

The journey through the last 100 years shows the evolution of Kotex Pads and how it inspired new trends in women's underwear.





Problem
Kotex is seen as a “tampon” brand in Ukraine. Some girls don’t even know that Kotex pads exist. While Kotex has been manufacturing pads for more than 100 years and is one of the leading innovators in this category.

Solution
100 years of Kotex evolution. A journey from first menstruation belt to nowadays pads with 5 layers of protection. Video shows how Kotex evolution through the last century reflects steadily increasing level of women's confidence.


ROLE


Creative director,
concept and video art direction.




The campaign represents the “100 years of ...” type of campaigns in a feminine and theatrical way.

Ideas and mood boards connected each Kotex Pad innovation to a real decade, actions of heroine and actual suitable props.




RESULTS


  • Best in Class among FMCG campaigns on YouTube. 

  • 20% rise of purchase intent among TA.


  • 140 000 users visited website following the promo-video. 

  • Website involvement x 5.6 times higher than average on market and category.



Awards: ADC*UA, KIAF, Ukrainian design: the very best of. 






Created in ISD Group.