Agency: Coley Porter Bell
WINNER A brief look at market share figures emphasised Kotex's need to reappraise its brand.
To change consumer perceptions, research indicated that it was better to talk to women as women, rather than using an approach focusing on their periods.
The Kotex packaging was fundamentally changed, moving away from the existing red dot design symbolising menstruation to a more stylistic approach using symbols from the worlds of beauty and fashion.
While the red dot was no longer deemed appropriate as the central focus of the packaging design, the boldness associated with it remained through a more assertive logo. In addition, the illustrations of pads and arrows gave way to the incorporation of stark symbols of femininity. The old disposal symbol of a man depositing a pad in a waste bin was changed to a more appropriate feminine figure.
The pack redesign had an immediate impact across Europe, with a positive change in all brand measures, including a 780% increase in perceptions that the Kotex packs are distinctive.
The feedback on the packaging was particularly encouraging in the central Europe region. Attitudes to the brand were measured pre-launch and then nine months later, with the results showing that there was a 144% increase in the perception that 'Kotex was a particularly feminine brand'.
Despite some of the problems regarding the sensitivity of the industry sector, the judges were left with the overall impression that the radical overhaul of the packaging had initiated a total reassessment of the previously struggling Kotex brand on the part of consumers.