Pakho Chau – first male ambassador to sell sanitary pads in Hong Kong

Kotex Softness has for the first time tapped a male ambassador – Pakho Chau – for its sanitary napkins to woo female buyers.Although the idea of using male celebrities to sell sanitary pads is nothing new to the feminine hygiene industry worldwide, even to China, it’s the first time this has happened in Hong Kong.Developed by AGENDA Hong Kong and Kimberly-Clark, the digital campaign, “The Story of Softness” (綿柔密語), features Chau to represent the new generation of “暖男”, the type of men generally considered friendly, caring and positive.https://youtu.be/SoptTd8iCHoIn the campaign, Chau will engage with napkin users by giving them a phone call upon registration in speaker mode by default, and subsequently, by sending a SMS, MMS and video content directly to their mobile phones intermittently throughout the campaign period.Customers are invited to leave their mobile number on Kotex Softness’ campaign site to experience a virtual close encounter with Chau.For those who successfully sign up to the campaign they may also have the chance to win an entry to a small private event to physically meet the celebrity.To create a more personal experience, the videos are shot in the first person style of a home video. The video content will also run on social media such as YouTube and Kotex’s Facebook page.Campaign Teaser:https://youtu.be/X5G75Kfq2qg“The campaign focuses on Chau showing his caring and gentle side by providing tips and encouragement to customers who are seeking extra care during their special time of the month,” said Monica Fung, account director at AGENDA Hong Kong.“Through this product metaphorical linkage, Kotex hopes to inspire napkin users to seek a superior napkin which goes beyond the basics and to bring extra comfort and care for themselves in their time of need.”Credits:Client: Kimberly-Clark (Hong Kong) LimitedLead creative: AGENDA Hong KongBLT/In-store creative: Purple Cow CommunicationsMedia: MindsharePR: RSVP Communications Ltd