By: Audra Nebolini, Creative Director, CBX

I’ want to tell you a story. And while this isn’t my story, it’s as much a brand story as an agency story, and it deserves telling.

Just over a decade ago, Kotex was at a crossroads. While it had been a mainstay in most of our mothers and their mothers’ handbags and bathroom cabinets from the 60s to the 00s, a time had come when those same women didn’t connect to this brand anymore. And their daughters—now millennials—weren’t buying it.