Case Study: Kotex achieves inclusive, body-positive advertising with Creatively Squared

Kotex produces 80 inclusive photos with Creatively Squared

The period care brand U by Kotex sought to produce a more impactful and authentic launch for its new line of reusable period underwear. Their challenge was to create marketing imagery that offered a realistic and inclusive representation of the diverse Australian population. They partnered with the vendor Creatively Squared to access a range of relatable models and produce this content.

Creatively Squared matched Kotex with everyday women of various body shapes and ethnicities, who were photographed in authentic home settings with no retouching. This solution resulted in an overwhelmingly positive response from the target audience, with one ad receiving hundreds of comments and likes. The campaign successfully allowed Kotex to create a genuine connection by championing inclusivity and body positivity.

Kotex