Kotex launched its premium overnight sanitary pad new product innovation—the Anti-Leak Back Cushion—offering up to 100% protection against back leaks. The objective was to create buzz around this new product feature and drive conversations about menstrual health, while motivating women to try the product.
INK was tasked with driving the launch of Kotex Total Protection’s latest innovation with the Anti-Leak Back Cushion, which promises up to 100% protection against back leaks during sleep. The launch highlighted Kotex’s commitment to addressing a key concern for women: worry-free sleep during their periods.
The campaign was anchored by a 360-degree approach, integrating traditional PR, influencer partnerships, and a high-impact event. A major highlight was the collaboration with popular singer Iman Troye, who released the custom song “Teman Malam” to reinforce the product’s connection to night-time period confidence.
The activation culminated in the #KotexDreamland Experience at Sunway Velocity, where Kotex created an immersive, whimsical experience that included live product demonstrations and interactive consumer engagements. The brand also partnered with Watsons Malaysia to address menstrual hygiene issues among underprivileged women, with 1,800 sanitary pad packs donated to the Women’s Aid Organization (WAO).
Kotex’s commitment to women’s health and sustainability was recognized when it received the 2024 Sustainability & CSR Award for Company of the Year (FMCG).
