Kotex Released PAWket So Chinese Girls Won't Feel Ashamed About Their Period

by Jessica Deseo on 10/10/2019 | 1 Minute Read

Editorial photograph

'PAWket ???', is Kotex's first pocket-sized sanitary pad. The concept comes from combining the word ‘paw’ and ‘pocket’ and by developing a cat-themed style and identity to stand out from the competition.

Editorial photograph
Editorial photograph
Editorial photograph

For Chinese girls, ‘talking about their period’ is still an embarrassing and private topic. Thus for the sanitary pad market, the idea of ‘pocket-size packaging’ emerged and was well-received for its stylish appearance and ultra-portable design.

Editorial photograph
  • Agency: 池木
  • Client: Kimberly-Clark
  • Creative Direction: Nina Jiang and Jessie Chen

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