Kotex serves up brand platform, refreshed identity with 'Own Your Flow'

"Central to the effort is a striking 90-second video that follows a woman through various stages in her life. With artificial intelligence enhancement, younger and older versions of the woman help her through difficult moments on the court, at the pool and in the locker room, classroom and bedroom. One scene uses an all-red court, stadium and tennis balls as a visual metaphor for menstruation, while another uses overlays to suggest messages on social media."

"The effort includes a 90-second video that uses tennis as a metaphor for the pressure women and girls face, from social stress to on-the-court scrutiny. Directed by Juan Cabral, the anthem includes a remake of Tears For Fears hit "Everybody Wants To Rule The World." The new brand platform is joined by a refreshed brand identity that introduces red as a core brand color and includes updated typography and new photography principles rooted in "bold confidence.""

Kotex launched a global brand platform called 'Own Your Flow' aimed at empowering young women and removing period taboos. The effort centers on a 90-second tennis-themed anthem directed by Juan Cabral that uses tennis as a metaphor for social pressure. Artificial intelligence enhances scenes to show younger and older versions of a woman navigating court, pool, locker room, classroom and bedroom moments. Visual choices include an all-red court and tennis balls and social-media-style overlays. The campaign introduces a refreshed brand identity that puts red as a core color, updates typography, and applies photography principles of bold confidence. The platform will run across major digital and social channels.

Read at Marketing Dive