Our Challenge: We where asked to reposition the brand in Vietnam around “She Can”. Kotex and its main competitor had equal share in the market. We needed to create a shift in thinking of consumers to differentiate Kotex. Girls are functionally engaged to the category but emotionally indifferent to the brands which makes her flirt and switch brands.
Our USP: Kotex champions girls aspiring to do incredible things, even on their periods.
Insight: ‘She believe girls can do incredible things they are passionate about. However, they sometimes tend to withdraw because they fear failure and lack confidence and courage.
Our Solution: There is a saying in Vietnam CON GÁI VẬY LÀ ĐƯỢC RỒI! FOR A GIRL, For girls, thats ok already. This gender stereotype sets a limit for what girls can do. When a vietnamese girl achieves something, her family, friends and society will say “for a girl, that’s ok already. You don’t need to do more.” Kotex needed to break this stigma! Kotex championed confident vietnamese girls to not be affected by the limits society sets for being a girl. We champion her to keep on aiming for more incredible things.
The Idea: She can do more than “ok”… She Can… Dare to do incredible things.
To Inspire "She can.. Dare to do the incredible" message, Kotex created the individual story video which uses the real “She Can” girls stories. Each girls story told about how even '“Stars” faced stigma and had to overcame socialized noun.
After launching the "She can.. Dare to do the incredible" campaign, Kotex shifted to no.1 in the shifted, the positive sentiment on social media increased by 30% and understanding branded message 17%. But most importantly girls were emotionally connected to Kotex and what it stands for… break the “For girls, thats ok already” stigma! and championed confident vietnamese girls do more than “ok”… She Can… Dare to do incredible things.
Channels: TV, Live Experiential, Social Media, PR, Web Viral/Content, Mobile, Etc..