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Kotex refreshes its identity and launches the new global campaign “Own Your Flow”
The movement by Kimberly-Clark’s brand combines visual repositioning, sports-driven storytelling and digital strategy to expand the dialogue around menstruation and female confidence
Kotex has launched the global campaign “Own Your Flow” as part of a broader brand renewal movement. The initiative includes a 90-second film, a new visual identity and a digital distribution strategy, with a focus on younger audiences and on expanding conversations around menstruation.
Directed by Juan Cabral, the video uses tennis as a metaphor to represent the social pressure faced by women at different stages of life. The narrative follows the protagonist through moments of exposure and judgment—on the court, in school environments and in intimate spaces—connecting younger and more mature versions of the character through visual effects and artificial intelligence.
The soundtrack features a reinterpretation of Everybody Wants To Rule The World by Tears For Fears, reinforcing the campaign’s message of self-confidence and female empowerment.
VISUAL REPOSITIONING AND BRAND CONSISTENCY
Beyond the film, Kotex introduces a refreshed visual identity, adopting red as the brand’s core color, along with new typography and photographic guidelines based on the concept of “bold confidence.” The goal is to establish a more direct and contemporary positioning within the disposable intimate care category.
DIGITAL STRATEGY AND CREATIVE REORGANIZATION
The campaign will be distributed across digital platforms and social media, including online video environments and connected TV, expanding the brand’s presence in strategic channels for younger audiences.
