Rooted in the setting and sisterhood of the bathroom stall, “You Asked. We Heard.” embodies Kotex’s global platform, Own Your Flow, and celebrates small but powerful acts of solidarity between women, from passing a pad to offering reassurance or a knowing look. These moments highlight word‑of‑mouth as one of the most trusted forces in feminine care and underscore Kotex’s commitment to truly listening and responding.
The campaign also reflects rising expectations around honesty, performance, and cultural fluency. Real consumer language fuels the creative, while those same insights informed Kotex’s latest pad innovations. In February 2026, Kotex respond to women’s feedback by rebuilding its entire portfolio to address real frustrations and unmet needs, including pH balance, softness, and overnight leak protection.
CREATIVE CREDITS
Campaign Title: Kotex | You Asked We Heard
Client: Kimberly Clark | Kotex Katie Moran – President, Adult & Feminine Care Nicole Pawlukowsky – VP Marketing, Feminine Care Gustavo Sarkis- Global Creative Lead Jennifer Kasmarick- Global Head of Production Joanna Moy – Content & Connections Brand Leader, Feminine Care Emily Fife, Marketing Operations Lead, Adult & Feminine Care Annie Griffin – Integrated Media Strategy Lead, Feminine Care DENIS KAKAZU KUSHIYAMA- Sr Director Global Creative & Design Lauren Morton – Senior Social Media Manager
Agency: GUT Miami Gastón Bigio – Founder & Creative Chairman Anselmo Ramos – Founder & Creative Chairman Andrea Díquez – Global CEO Fernando Ribeiro – Global CSO Carmen Rodríguez – Global CGO Agustina Garavilla – Global COO Giselle Reggiani – Global CFO Christine Prins – Global Chief Communications Officer Christian Pierre – Global Chief Intelligence Officer Juan Javier Peña – CCO Ricardo Casal – CCO Sandra Alfaro – CEO/Managing Director Tristan Stevens- Head of Brand Leadership Jessica Corvison – U.S. Head of Operations Alejandra Guerrero – Creative Director Meghan Smart – Creative Director Will Santos – Associated Creative Director Caroline Webster – Associated Creative Director Amanda Rose Cabrera – Art Director Kianna Coley – Copywriter Carolina Foster – Group Account Director Manuela Castro – Account Director Gabriela Flores- Sr. Account Executive Marcy Marrero – Resourcing Director Kristy Garcia – Director of Project Management Francis Clemenza – Senior Project Manager Natalia Davila – Head of Strategy Manu Gabaldon – Group Strategy Director Veronica Diaz – Junior Strategist Alie Coolidge – Director of Communications, North America Renata Neumann – North America Head of Production Thiago Zveiter – Senior Producer Emma Giorelli – Producer Marinet Quinones – Business Affairs Director Bianca Palacio – Business Affairs
Production Company: Stink Director: Camila Zapiola President: Daniel Bergmann Executive Producer: Stephanie Werrell-Smyth MD/Executive Producer: Ben Davis Line Producer: Pablo Pytlowany DOP: Leandro Filloy Production Designer: Muriel Rañi
Post House: Mackcut Editor: Danielle Minch Assistant Editor: Ariella De Los Santos Executive Producer: Gina Pagano Senior Post / Finishing Producer: Kalisha Allen Senior Flame Artist: Joe Miller Flame Artist: Marcello Amati Flame assist: Nick Quiles Formatting / Versioning: Colin Edelman Animations: Noah Greene
PR AGENCY: ABMC Brooke Scher Mogan – EVP Jessica Axelrod – EVP Dara Schopp Helitzer- AVP Elle Cristo – EVP, Influencer Marketing Alexis Fried – Senior Influencer Marketing Associate Miranda Getreu – Influencer Strategist Taylor Frazier – Senior Director Eva Narun – Account Supervisor
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