Dive Brief:
- Kotex launched a new global brand platform, “Own Your Flow,” that looks to empower young women, per details shared with Marketing Dive.
- 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.”
Dive Insight:
Kotex is continuing its long-running, purpose-driven work around removing period taboos and empowering women with a brand platform that takes ownership of the issue. “Own Your Flow” will live on digital and social media in the U.S., spanning YouTube, Amazon connected TV, Facebook, Instagram, TikTok, Snap and Pinterest.
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.
“Why tennis? Because it captures a moment so many women experience every day – the pressure of being watched, judged, and told who to be,” said Luiz Sanches, chief creative and design officer at Kimberly-Clark, in a statement. “With ‘Own Your Flow,’ Kotex focused on that intersection of vulnerability and strength. In a world that tells you to fit in, your voice is what makes you stand out – and Kotex exists to help remove barriers, so nothing, not even your period, gets in the way.”
The anthem is set to a remake of Tears For Fears’ 1985 “Everybody Wants To Rule The World,” giving new meaning to lyrics including "Welcome to your life” and “there's no turning back." Coincidentally, a version of the original song recently reentered the cultural conversation after being featured in Oscar-nominated film “Marty Supreme.” Director Cabral also worked on notable campaigns including Ikea’s “Bed” and Cadbury’s “Gorilla.” The video was produced by MJZ and local service production company Labhouse.
The “Own Your Flow” work originated with FCB but now is being led by McCann following Omnicom’s post-merger restructuring. The effort builds on Kimberly-Clark’s other work around updating the marketing and media around period taboos. Previous U by Kotex campaigns have revolved around sports and fashion.
