Kotex Hana - Creative Brief - Sample

GARDÉNIA
Creative
Presentation
Gardenia Deo+ Creative Presentation 1

Agenda
The Brief Recap
ROUTE 1 : Communication Idea
Strategic Approach
Product story - Our Audience - Campaign Strategy
Option 1 Option 2
15s OLV Storyboard - Engagement Idea 15s OLV Storyboard - Engagement Idea
ROUTE 2 : Participative Idea
Strategic Approach
Participative Idea
What is the idea and how it works
Next Steps
The Brief Recap
Gardenia Deo+ Creative Presentation

The Brief Recap
BUSINESS CONTEXT MARKETING OBJECTIVE COMM. OBJECTIVE
It is important that Kotex pioneers Launch Kotex Gardenia Deo+ in order Position Kotex Gardenia Deo+ as the
new solutions in the Value Added Day to increase penetration within the solution to “smelling fresh around
Segment by offering a product with a Value Added Day segment. people” through a disruptive launch
new benefit appealing to women. that gives the product with a
Research suggests that “odour care” is meaningful role in girls’ lives.
a need that appeals to women, but is
currently not being satisfied by the
products in the market. So, Kotex will
launch Kotex Gardenia Deo+, the first
pad in the market to offer odour care
as the primary benefit.

Route 1

Strategic
Approach
Strategic Approach
Product Story
Kotex exist to make sure period perceptions don’t hold girls back, so that she can freely pursue her limitless
potential.
Exploring limitless potential often means taking on new paths when around people. However, period odor can
make me feel self-conscious. Hence, I need a pad that keeps me smelling fresh, so I’m assured in myself while
exploring new paths.
Kotex Gardenia Deo+’s Japanese Sakura Fragrance keeps her smelling fresh, so period or not, she assuredly
explores new paths around people.
Japanese Sakura Fragrance.

Strategic Approach
Our Audience
16 – 18 year old girls.
She’s a teenager who spends a lot of her time studying. However, as a way of
understanding herself better, she is exploring many paths, refusing to stick to one
interest for long. Through this process, she learns about her strengths and
weaknesses, treating herself as a work-in-progress all with the goal of fulfilling her
potential – this is her limitless journey.
For young Vietnamese girls on a limitless journey, meeting new people is a welcome gateway to pursuing and
enjoying new paths.
‘I do feel comfortable and kinda enjoy making new friends and actually, one of them introduce me ‘Actually, my love for reading actually came from a new friend of mine. It just so happen that she
to gaming, something that I didn’t really care about before. I got into playing Wild Rift and then got gave me an English novel on my birthday, and that got me into reading ever since. We both love
introduced to more people who love playing the game on Facebook groups and sometimes at an reading and she took me to several book events in at city center. I’ve been a bookworm for the past
offline event. At the time, I met a few new friends who were in an in-house gaming club, so I helped 4 to 5 years now and I actually aim to major in literature when I get into college later on.’
them manage the fanpage community.’

Our Target Audience

Strategic Approach
Campaign Strategy
Kotex Gardenia Deo+’s Japanese Sakura Fragrance keeps her For young Vietnamese girls on a limitless journey, meeting new
smelling fresh, so period or not, she assuredly explores new people is a welcome gateway to pursuing and enjoying new
paths around people. paths.
Campaign Strategy
With Kotex Gardenia Deo+, meet the new friends who open up new paths.
Reason To Believe
Kotex Gardenia Deo+’s Japanese Sakura fragrance, which keeps her smelling
fresh and free from period odor anxiety.

Creative
Approach
Creative Approach
Idea 1

Idea 1
Insight
Scent has great

It is scientifically proven
to change the way you feel.
But scent is also

Idea 1
This idea brings to life the invisible power of the Gardenia Sakura scent that gives girls the self-
assurance and inspiration to connect with others, period or not, so that nothing stands in their way on
the limitless journey of exploring new paths.

Idea 1 : The Invisible Power of Sakura
15s Film Engagement

Idea 1 | The Invisible Power Of Sakura
15s Film
Storyboard
15s Film Engagement
Open with packshot. Camera zooms into the She The school bus door opens. Inside, the bus is dramatized to be stretched out in
Symbol to enter the scene. We see a girl entering, on her shirt is a ‘New Student’ kilometers long. There’s a huge distance between the
name tag. girl and a friend group on the bus.

15s Film Engagement
Close-up on her confident facial expression. She raises From her POV, we see her looks down at her feet and She strides fearlessly on the Sakura path towards the
an eyebrow as if about to do something cheeky. boldly steps on the ground - a Sakura pathway expands friend group. The flowers energetically nudges her
from her footstep. along.

15s Film Engagement
From her POV, we see the friend group instantly Snap into 3rd person POV, we see they have already
becomes closer. The distance between her and them is become friends and are doing a TikTok trend together.
gone and as bus shrinks back to normal. A friend The Sakura path is no longer seen, only a single
reaches out his hand to introduce himself. leftover Sakura flower floating in the foreground.

15s Film Engagement
Using the Sakura flower, we transition to the pad Transition to lock-up sequence.
spinning shot. The pad folds into the pack to showcase
the new Sakura design.

15s Film Engagement
1 2 3 4 5
6 7 8 9 10

15s Film Engagement
The sakura path is graphic combine with real sakura

flow to align with Kotex brand world.
When she steps, the path appear and graphic flower

bloom on it.

15s Film Engagement
The Kotex school bus is fun & edgy with hints

of Japanese visual elements.

Idea 1 | The Invisible Power Of Sakura
Engagement

15s Film Engagement
Problem
Because of period stigmas around

period odor, many teen girls admitted
feeling insecure about how they smell
on period.

15s Film Engagement
Meet Your An immersive sensorial experience

that brought girls face-to-face with
their ‘invisible’ Sakura power.
We roll out the activation in 2 phases.
1 Kickstart on social with an experimental film.
Engage girls with an on-ground experience that

2
shows them the influence of the Sakura scent.

15s Film Engagement
Kickstart on social with an experimental film where we ask young girls

to draw how they feel about themselves on period days.
Through these drawings, we shine a light on the way period-odor

stigmas affect young girls’ self-esteem and invite them to come to an
on-ground interactive experience by Kotex to Meet Your Sakura
Power.

15s Film Engagement
At the on-ground experience, we

invite girls into a space infused with
the fresh Sakura scent from Kotex
Gardenia.
Using an existing technology that

captures girls biodata (heart rate,
breath) we visualize it into
interactive, personalized images
that portray girl’s unique feelings
when smelling the fresh Sakura
scent.
Girls take pictures with their

‘Sakura Power’ and share on social
media with
to receive gifts from Kotex.

Idea 2
Insight
The more friends you meet,

the more potentials you can unlock.

Creative Approach
Idea 2

Idea 2
This idea celebrates girls’ fresh potentials that she discovers when making new friends without fear,
even on period days because Kotex Gardenia Deo+ keeps her feeling fresh.

Idea 2 | Freshen Up My Potential
15s Film
Storyboard
Idea 2 : Freshen Up My Potential
15s Film Engagement
Opening scene. Open with a girl’s Instagram feed. Focus on one photo to see her in her room. When she jumps off the seat, a
Sakura pathway spreads from her feet and lead her out of the frame.

15s Film Engagement
She dances boldly following the Sakura path to another She enters another photo in her Instagram Stories to She keeps following the path to join in another group
photo, where she joins a group of new friends to do join a Cheerleading group. Over 3 stories, we see how of friends at an Arcade, where she dance with a new
Cosplay for the school’s festival. she learn to do a 360. boy on the Dance machine.
Then she follows the path again out of the frame. In the final story, she jumps out of the frame.

15s Film Engagement
Using the Sakura graphic pathway, we transition into The pad folds into the pack to showcase the new Transition to lock-up sequence.
the product spinning shot in another photo in the feed. Sakura design.

15s Film Engagement
1 2 3 4 5
6 7 8 9

15s Film Engagement
Transition reference : Going from one photo to another in an Instagram feed

15s Film Engagement
Graphic path that has real Sakura flower.

Idea 2 | Freshen Up My Potential
Engagement

15s Film Engagement
Problem
Teens hunger for new experiences but

often lack the motivation to go try new
things when they don’t have friends to
go with.

15s Film Engagement
Freshen Up
A way for girls to find new friends with similar interests to

try new things and unlock new potentials.

15s Film Engagement
1 We use Location Targeting and partner up with ZALO to connect girls at

popular ‘hangout’ spots: Mall arcades, The New Playground, The
Walking Street, etc.
2
Through our landing page on ZALO, we connect girls in the same area
and invite them to join the Tribes that they want: Cosplay Tribe,
Paintball Tribe, Cheerleading Tribe, Pottery Tribe, etc.
We send each Tribe suggestions to relevant events in the area. Each

3
Tribe will have a leader that schedule weekly hangout dates.
An active Tribe will be randomly picked to attend Japan summer street

4
festival 2022 in Tokyo.

Educational
Activation
Educational Activation
Healthy period odor can smell differently to different

girls, during different times in their cycle. These light
smells are totally normal.
Because of period stigmas around period odor, many

teen girls admitted feeling insecure about the smell of
her period.

Educational Activation
Q: On your period days, do you feel like you’re

smelling? Have you ever share this concern to
anyone?
Yes, specially on heavy-flow days. But I never talk to others,

except my sister. I feel embarrassed when talk about this directly
although I do care about that and wanna ensure that odour is
natural. An idea of talking about odour which not too obvious but
nice and understandable is very trigger to join.
SEN NGUYỄN - 18 Y/O
To be honest, sometimes I feel like I have a smell of Raw Fish and

I curios whether period odour is different among people or all the
same. I very willing to share what I feel & discuss about that, as
long as my group of friends are all feel open to talk.
PHẠM HUYỀN - 18 Y/O
Girls shared about odor on social media

The Period
Smellseum
Proudly presented by

Educational Activation : The Period Smellseum
A digital art museum that celebrates the different

smells of a healthy period, a new tool to educate young
Smells like an earthy smoothie 😂 girls and normalize healthy period odors, dismantling
the stigmas that stand in girls’ way on their limitless
Metallic Milky Way 🪐 journey.
Ocean mystique
How it works
Raw meat!!!
1 Engage girls on social with an open, candid & witty
Like midnight in the middle of a
conversation about period odors.
rainforest 🌲🌙🌲
Kotex and KOLs invite girls to describe what period smells like
to them in creative ways through TikTok, Facebook and
Instagram Q&A.

How it works
2 Launch the digital museum co-created by girls across

Vietnam and Gen Z female artists.
We choose the 15 most unique expressions of period smell and

collab with 5 Gen Z female artist to create an art collection
visualizing these smells.
We showcase this art collection on a digital museum hosted on

Kenh14.

How it works 2 Amplify the power of the museum by creating merchandises and stationaries from the arts that highschool girls can use on a daily basis and talk to
their friends about.
The more girls know about , the more we break the culture of silence and stigma that stop girls from embracing her period.

Q: If we create a digital ‘Visualize the smells is the most attractive idea to me. And the name
of period odour also make me feel curios. I’ll visit this museum &
museum where show case maybe I’ll share to my friends because it’s on digital so very easy to
join.’
art collection of how period
odour, what do you think
about this concept & will
you visit this digital ‘The concept is new and trigger my curiosity. I wonder how we can
visualize the smells so I’ll join this museum, even this is about period
museum? odour. I will very glad if my odour can be visualized.’

Summary

Route 2

Introduce the Ogilvy
Participative ideas with BITE

PARTICIPATIVE IDEAS WITH BITE? Built In Talkability & Engagement
Participative ideas are the key to impacting sales and brand power in
today’s digitally connected world.
The days of consumers passively receiving advertising messages

intended to change their perceptions or beliefs are over.
OGILVY
Today, we need to focus on changing consumer behaviour, rather

than just perceptions or beliefs,
This is most effectively done through creative ideas that encourage

consumers to participate in a brand experience, rather than just
Ogilvy Vietnam’s creative ideation process designed to receive a brand communication message.
co-create Participative ideas with BITE (Built In
Talkability & Engagement), rather than conventional Hence the need to for Participative ideas with BITE. Specifically
Communication ideas. designed to encourage participation, amplification, co-creation, and
drive to commerce.
54
CREATE PARTICIPATIVE IDEAS WITH BITE Built In Talkability & Engagement
IDEA NAME Any sandwich is more exciting with Walkers Crisps

Insight – Sandwiches may be the most popular food for lunch in the UK, but people soon tire of the same old fillings. Some
people add crisps/chips to make their sandwiches more exciting.
We prove that Walkers Crisps makes ANY Sandwich more exciting. And we do mean ANY Sandwich, as proven by our
OGILVY
WHAT IS THE IDEA

‘torture test activation’ in the quiet, sleepy English village of “Sandwich”. 55
& HOW DOES IT WORK?
NOT what is the message or We do this by inviting Britain's favourite celebrities to bring a little excitement to the village of Sandwich for a day. The
intended take out? activation uses social media to fuel talkability, engagement and drive to commerce.
AMPLIFICATION
PARTICIPATION An activation to generate highly shareable content
Invites consumers to show how they use Walkers (thanks to celebrities) that is ‘breaking news’ to
Crisps to make their sandwich more exciting. share.
HOW HAS IT GOT BITE?
How does the idea work to engage
the consumer and encourage… CO-CREATION
Invites consumers to co-create new Walkers products DRIVE TO COMMERCE
by recommending new flavours that add more Discounted sandwich + Walkers Crisps bundles at
excitement to a sandwich. MT, GT & eCom platforms
We apply this for Kotex Gardenia Deo+

Strategic
Approach
Strategic Approach
While we’re talking with young girls

about period odour, some barriers to
consideration were raised…

Strategic Approach
Advised Against Scented Pads

The top results for search queries realted to dealing with period odour will give
the advice not to use scented pads while trusted online influencers in the
menstrual health area also argue for alternative solutions solutions.
Take notice when using scented Popular vlogger GiangOi encourages

products: Scented product should not be using menstrual cup over scented pads
used in or around the vagina. Perfume and explains that it doesn’t contain
or scented sanitary product will change substances and artificial scents. (Source)
the environment chemically and cause
vaginitis by bad bacteria.
Happy Skin recommends women to use

scentless pad to keep the natural scent
for the sensitive area and avoid causing
skin reactions from chemicals. (Source)

Strategic Approach
Concern About Scented Pads

When talking to young girls, it is common for them to worry about scented
pad’s safety, as they have heard it can harm their menstrual health and make
period odour worse.
‘I don’t like it at all. It smells so strong that if I’m wearing it, I feel ‘I worry about pads with scents because I don’t want people to
like that I’m the one who actively telling people around me that know that I’m having my periods. Also, I heard that these pads
I’m on my period. Besides, it combines with blood scent and have a lot of chemicals which are bad for my vagina, so I kinda try
creates a mix smell. It stinks so I switched to non-fragrance pad to to avoid them.’
use. I think it has a lot of chemical in the scent through pad surface
so when it contacts my skin, it will have some reactions such as
itchy, red rash.’

Strategic Approach
Period Odor Truths

There are some truths about period odour that could help us position Kotex
Gardenia Deo+ in a way that helps us overcome these barriers.
1 2 3 4
A light period odour is It’s important to Many tips and tricks for There are simple ways
a normal, healthy sign understand when your dealing with period to manage the period
of a good menstrual period odour is normal, odour are actually odour light/ smell good
health. so you know when it’s harmful (e.g. using if it concerns girls (e.g.
not normal. perfume on the pad, using femwash
wearing a thick tight everyday in a proper
pants/multiple layers, way, wearing thin,
washing inside the comfortable
vagina.) underwear, eating a
healthy diet.)

Strategic Approach
What if we positioned Kotex Gardenia Deo+

as
An important part of smelling fresh on period days, so you can

Participative Idea with BITE
Kotex exists to make sure period perceptions don’t hold girls back, so she can freely pursue Kotex Gardenia Deo+’s Japanese Sakura Fragrance keeps her smelling fresh, so period or not, she
her limitless potential. assuredly explores new paths around people.
IDEA NAME STAY FRESH REGIME WITH KOTEX
Stay Fresh with Kotex is our participative idea with BITE which promotes a safe, effective and simple ‘6 Step Stay Fresh Regime’ (using a fem
wash on the outside of vagina, changing pads regularly, using cotton underwear, eating a balanced diet, and knowing when to see a doctor),
positioning Kotex Gardenia Deo+ as the final step - keeping her fresh, once she’s fresh.
WHAT IS THE IDEA & In partnership with a KOL (e.g. Giang ơi or Chau Bui) who is a well known and trusted voice on menstrual health, consumers will be encouraged
HOW DOES IT WORKS to view period odour as a normal, healthy sign of good menstrual health, and be surprised that their homemade secrets for masking period odour
(e.g. wearing more layers to cover it up, spraying perfume on their pad, or washing the inside of the vagina) are ineffective or putting their
NOT what is the message menstrual health at risk.
or intended take out
The key asset will be a “Dumb Ways To Die” style video that busts the bad advice and old wives’ tales about period odor and explains how girls
can safely freshen up (if they want to) with the ‘6 Step Stay Fresh Regime,’ which includes Kotex Gardenia Deo+. This will be done in partnership
with other brands, for example, Lactacyd, a well known femwash brand and Vera, a well-known underwear brand.
PARTICIPATION AMPLIFICATION
Invites consumers to join an online quiz game, using content from the Quotes and phrases from the ‘Dumb Ways To Die’ style video will be
key video asset, to help them understand the simplicity and printed on items that teen girls love, such as canvas bags or hygiene
effectiveness of the ‘6 Step Stay Fresh Regime’ and encourage them to bags to spread the word and champion Kotex Gardenia Deo+ belief.
practice these steps with Kotex Gardenia Deo+. This will be supported by social content that reinforces all aspects of the
HOW HAS IT GOT BITE idea.
One idea,
NOT random tactics and matching luggage. CO-CREATION DRIVE TO COMMERCE
The ‘Dumb Ways To Die’ style video will be co-created with KOL(s) and Create a “Stay Fresh Kit” with 6 sample products related to 6 steps in
How does the idea work in partnership with loyal consumers/KOL fan. The KOL will bring the the Stay Fresh Regime. When a consumer clicks to buy one of the
to engage the target and encourage… creativity, while consumers will be asked to share the ‘dumb’ things that items in the “Stay Fresh Kit” on marketplaces, they will be offered the
they do to cover up their period odour. other 5 items as free samples. For example, Lactacyd fem wash will
come with a free sample of Vera underwear, Kotex Gardenia Deo +
pad, TH True Milk yogurt, doctor advice, and a leaflet of how to do the ‘6
Step Stay Fresh Regime’.
knowing
when to see
a doctor
eating
a balanced
with
using
Cotton
Underwear
Using
a fem
wash
on the
outside of
vagina
using
Changing
regularly

Next Steps

Next Steps
1. Brand team to pick 1 creative execution to develop

further.
2. Agency team to debrief MS on the creative idea and
rework on the IMC framework.
3. Campaign assets will be developed accordingly.


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GARDÉNIA

Gardenia Deo+ Creative Presentation 1

ROUTE 1 : Communication Idea

ROUTE 2 : Participative Idea

Gardenia Deo+ Creative Presentation

BUSINESS CONTEXT MARKETING OBJECTIVE COMM. OBJECTIVE

Gardenia Deo+ Creative Presentation 4

Gardenia Deo+ Creative Presentation

Japanese Sakura Fragrance.

Gardenia Deo+ Creative Presentation 7

Gardenia Deo+ Creative Presentation 8

Gardenia Deo+ Creative Presentation 9

Gardenia Deo+ Creative Presentation 10

Gardenia Deo+ Creative Presentation

Scent has great

Gardenia Deo+ Creative Presentation 13

Gardenia Deo+ Creative Presentation 14

Gardenia Deo+ Creative Presentation 15

Gardenia Deo+ Creative Presentation 17

Gardenia Deo+ Creative Presentation 18

Gardenia Deo+ Creative Presentation 19

Gardenia Deo+ Creative Presentation 20

Gardenia Deo+ Creative Presentation 21

The sakura path is graphic combine with real sakura

When she steps, the path appear and graphic flower

Gardenia Deo+ Creative Presentation 22

The Kotex school bus is fun & edgy with hints

Gardenia Deo+ Creative Presentation 23

Gardenia Deo+ Creative Presentation

Because of period stigmas around

Gardenia Deo+ Creative Presentation 25

Meet Your An immersive sensorial experience

We roll out the activation in 2 phases.

1 Kickstart on social with an experimental film.

Engage girls with an on-ground experience that

Gardenia Deo+ Creative Presentation 26

Kickstart on social with an experimental film where we ask young girls

Through these drawings, we shine a light on the way period-odor

Gardenia Deo+ Creative Presentation 27

At the on-ground experience, we

Using an existing technology that

Girls take pictures with their

Gardenia Deo+ Creative Presentation 28

The more friends you meet,

Gardenia Deo+ Creative Presentation 29

Gardenia Deo+ Creative Presentation

Gardenia Deo+ Creative Presentation 31

Gardenia Deo+ Creative Presentation 33

Gardenia Deo+ Creative Presentation 34

Gardenia Deo+ Creative Presentation 35

Gardenia Deo+ Creative Presentation 36

Transition reference : Going from one photo to another in an Instagram feed

Gardenia Deo+ Creative Presentation 37

Graphic path that has real Sakura flower.

Gardenia Deo+ Creative Presentation 38

Gardenia Deo+ Creative Presentation

Teens hunger for new experiences but

Gardenia Deo+ Creative Presentation 40

A way for girls to find new friends with similar interests to

Gardenia Deo+ Creative Presentation 41

1 We use Location Targeting and partner up with ZALO to connect girls at

We send each Tribe suggestions to relevant events in the area. Each