The Kotex Limited Edition Batik was launched to build emotional resonance and reposition the brand as young and trendy to drive sales among the target audience. The campaign was guided by Kotex’s She Can promise and marries function with fashion. Kotex teamed up with Batik Boutique, where the batik artisans created bold, vibrant and trendy batik designs for the Kotex pads packaging. The campaign was the first for a sanitary pad brand to collaborate with Kuala Lumpur Fashion Week, working with fashion designer, Seza Zulkeple, who brought the designs to life in a full fashion collection. The campaign helped significantly to reposition Kotex to appeal to a younger target audience and make a difference to change the perception of periods while having a positive impact in the empowerment of women in Malaysia.