Kotex launches campaign inspired by real consumer experiences
The “You Asked. We Heard.” initiative, developed by GUT Miami, incorporates user insights and supports the brand’s portfolio renewal
Kotex has launched its new campaign “You Asked. We Heard.”, an initiative inspired by real conversations among consumers and aimed at highlighting everyday experiences related to feminine hygiene products.
The campaign draws on interactions that take place in public restrooms, where women from different backgrounds often support each other in situations related to menstruation. From sharing products to offering reassurance, these moments reflect a sense of everyday solidarity that the brand has placed at the center of its narrative.
The initiative is part of the brand’s global platform “Own Your Flow”, which promotes a more open and natural conversation around menstruation, bringing typically private experiences into broader visibility.
The campaign was developed by creative agency GUT Miami and includes a spot directed by filmmaker Camila Zapiola. The approach combines humor with authentic language used by consumers, aiming to differentiate from traditional communication in the category.
As part of the development process, the brand collected real user feedback and experiences, which informed both the campaign concept and recent updates to its product portfolio.
In February 2026, Kotex announced a full renewal of its sanitary pad line, introducing improvements focused on consumer needs such as pH balance, material softness, and enhanced overnight leak protection.
