Kotex MY takes over 32 stores in new national campaign

Menstrual hygiene brand Kotex Malaysia has taken over 32 stores in the country as part of its company-wide national trade campaign for its Kotex Overnight Panties range. 

The campaign saw teams of Kotex Malaysia employees crafting creative and expansive mega theatre displays for the product range. It aimed to communicate the messaging of "360° anti-leak protection" to women with concerns of leaking at night when menstruating. 

In conversation with MARKETING-INTERACTIVE, Ngui Siew Ching, marketing manager of Kotex Malaysia said that this is the brand's first time activating an in-store effort for the range. 

Don't miss: Kotex SG gets fashionable with Andrea Chong's clothing brand Good Addition

"As the team stood on the frontlines to build one impactful merchandise display at a time, we found that our objectives, too, were met as the displays became head-turners with consumers stopping by to inquire and immediately purchase," said Ngui.

"While this may seem like a simple activation, this also goes to show why it is so important to keep fundamentals strong," explained Ngui. 

Ngui added that consumers were picking up multiple packs of the Kotex Overnight Panties within the first 30 minutes of setting up the displays.

The teams managed to set up displays in over 32 stores within 24 hours in Malaysia. 

Meanwhile, across the border, Kotex Singapore collaborated with local influencer and co-founder of clothing brand Good Addition, Andrea Chong, on a special edition scarf that was inspired by the Kotex Luxe range.

A scarf was chosen due to its ability to be worn in multiple ways which mirrors the Kotex Luxe range’s aim to highlight that women can achieve their goals and ambitions regardless of whether they are on their period or not.

The scarf has a warped design that features the vibrant pink and orange colours that are on the Kotex Luxe packaging.

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