Young Vietnamese women were growing out of the Kotex brand their mothers introduced them to, so we needed to evolve its positioning to better fit their new life stage and desires. With the insight that friends had become their new family, we created Kotex Allies Pass on the Protection: A movement that empowered girls to look out for each other as they embarked on many of life’s firsts together. The integrated platform included TV, influencer marketing, in-pack promotion and even university tours.