Feminine care brand Kotex has partnered with ofo, a Beijing-based bicycle-sharing company, to offer free biking on 4 to 5 August to promote the message of "let's move on".
Under the idea of “Period or not, she Can”, the latest campaign is Kotex's effort to encourage women's progress during periods, engage with their lives and pursue their passions as usual.
“We are committed to making sure periods or the negative perception of periods never get in the way of any woman’s progress. This campaign truly brings our promise to life and encourages women to freely pursue their passions without letting their periods change them,” said Connie Ng, marketing director of Kimberly Clark Hong Kong.
Another part of the campaign will be the bike collaboration, where 2,000 ofo bikes are redesigned to spread the message of "let's move on". These bikes will be available from the first day of free biking until 19 August.
“We turned the cliché around. Our creative idea showed women biking during their periods as something really possible and easy with a superior product and an innovative media platform," Ricky Lam, managing director of Havas Hong Kong, one of the creative forces behind the campaign along with Wavemaker Hong Kong.
"Considering the consumer behaviour and touch points along the purchase journey, we are so proud to be the partner agency with this media breakthrough by communicating with our target audience through such an unconventional ambiance which demonstrates the brand positioning perfectly. Thanks to all partners’ trust for making this industry first happened," commented Candy Ho, deputy general manager of Wavemaker Hong Kong.