As a feminine care brand with a promise to assist women in the “Fearless Search for Femininity,” the Kimberly-Clark Kotex team reached out to Mandalah to help identify a cause and social mission for the brand.
Initially focused on Colombia and Brazil, but with the possibility to scale globally, the objective was to define a program for the brand’s social cause and mission that would resonate with its customer base of women between the ages of 18 and 23, differentiating the brand from how other stakeholders got involved, while reinforcing Kotex’s value proposition.
I was part of the Mandalah team in this project working in a benchmarking and coolhunting.
Date: April 2015
