Kimberly-Clark undertook a campaign to market Kotex with the goal and message that its product empowers young women to stay confident & exude their femininity. Freda Liu spoke to Soo Woon Yee, Marketing Director of Kimberly-Clark Trading, and Audrey Low from Mindshare about how it branded Kotex and also how it managed to differentiate Kotex products in the market.

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