Trust is hard to earn and for Gen Z women, that's basically a personality trait. Kotex came to us needing to reintroduce three new product innovations (Night Defense, Bamboo, and BioCare) to an audience that had written the category off. The insight that cracked it: the girls' bathroom is the original safe space. It’s the one place women have always shown up for each other, no questions asked. We built the campaign around that truth, positioning each Kotex product as the brand finally doing what a real girl's girl does: listening and showing up. The campaign launched across six spots and social assets on TikTok, Instagram, and Snapchat.

Freelance ACD Copywriter: Me

Agency: Gut Miami