Kotex, as one of the leading brands in sanitary category wants to enhance brand reputation on its 100th years anniversary in 2019. Kotex was ambitious to breakthrough the clutters during the biggest China E-Commerce shopping festival - Double 11 by crossing over with popular IP, Hello Kitty. Our task is to design the limited edition packs to celebrate it’s 100th years anniversary.
Kotex aimed to emphasize its brand personality and value under the campaign line “Period or not. She can” by saluting great Chinese women in the past 100 years. The challenge was to find representative female characters and make it relevant to the brand spirit as well as effectively engage with consumers in a meaningful and fun way.
We went back 100 years ago in the 1920s when Kotex was born and selected 6 brave woman who break the rules of traditions or stereotypes to becoming the “First” in their occupation or role in society, such as China’s first female university students, China’s first female pilots, China’s first vocal artiste, China’s first female train captains, photographer, nurses etc. We then created Hello Kitty in these iconic females characters and designed it around a vintage look that mimic packaging designed in the olden days of 1920s. To inspire our fans, We also wrote a short story behind each female characters and integrate it into the packs and gift boxes.