Agency: Coley Porter Bell
WINNER Kimberly-Clark sanitary protection brand Kotex was in serious decline at the end of 2002.
In an uninspiring market dominated by its rival Always, the brand suffered from a weak image and poor awareness, fatal attributes in a category that consumers were loathe to talk about.
Kotex scheduled a relaunch for 2003 and challenged Coley Porter Bell to fundamentally change these perceptions without any increase in investment or product innovation.
The success of the brand design solution came from moving beyond talking about women's periods to talking about women; from sanitary protection to personal care. The core of the strategy was to change the packaging, moving away from using a red dot to symbolise menstruation, which had not proved successful.
The design was transformed into beacons of modern feminity in line with the desire to change perceptions of the product.
The judges were impressed by the boldness of the design in such a safe sector, and the resulting substantial change in consumer perceptions that the strategy achieved. Total sales growth across Europe was up 14% by November 2003 and an attitudinal survey indicated that more than 50% of consumers thought Kotex was attractively packaged.
The design has established the brand as a serious challenger to Always and increased awareness and purchasing intent across all European markets.