Kimberly Clark Launches New Range of Kotex Sanitary Pads.
- Kimberly Clark makers of world’s finest panty liners officially launches its new range of KOTEX sanitary pads and tampons into the Nigerian. market.
- Kotex has been present in Nigeria with its Panty Liners range for the past 4 years. Kotex pads and tampons officially launched in Nigeria in Q2 of 2019 to internal and external stakeholders.
- Agency to develop a comprehensive PR, Events and Digital plan to effectively communicate the brand promise of providing women with the comfort and confidence to make it through their periods, & ensure that it resonates with the target audience.
- Plan should address avenues to increase brand equity for Kotex and raise further awareness for the added SKUs in the Nigerian market.
- Strategy execution include:
- Heavily leverage on the functional promise and differentiators of the brand across multiple channels to drive awareness, recognition and engagement for the brand
- Prepare an exhaustive stakeholder and message mapping analysis
- Serve as gatekeepers to the media; monitoring daily news around the launch of Kotex SKUs and tampons its general operations.
- Kotex garnered extensive coverage with front page mentions, earned media and enquiries on product distribution processes which helped the company’s management be proactive in mapping out appropriate strategies for expansion.
- Agency developed a PR Execution Plan to help introduce KOTEX to members of the media and the general public. Agency engaged media platforms to engender awareness, buy-in, recognition and encourage usage of the brand by returning and new stakeholders.
- Brooks and Blake served as gatekeepers, monitoring all news and mentions around the product launch. A media monitoring report which included news around the launch and the brand was sent to the company on a daily basis.
