In it, the company offered a variety of products aimed at making “that time of the month” easier to bear. This included, AdWeek reported, “comfortable attire, accessories, home goods, beauty products, food and snacks, and U by Kotex products.”
The effort was part of a larger campaign that Kotex has branded “The Period Projects,” which challenges people to change the way they think about females’ menstrual cycles.
“We know consumers and women have a lot of ideas about how to make things better when it comes to periods, period experiences and just the feminine care category in general,” Lauren Kren, brand manager for U by Kotex, told AdWeek. “We decided to partner with some of these consumers and are championing these period projects by bringing their ideas to [life].”