Not all categories are created equally, but the principle remains the same—brands are built before they are activated or shelved in the market. The success of Kleenex and Kotex demonstrates that structured brand-building, when executed strategically, delivers business results, enables competition, and ensures long-term growth—even in price-sensitive and category-challenged markets.

The Brand Fantasticator Approach: Defending Leadership & Breaking Norms

We developed and executed tailored brand and communication strategies for Kleenex and Kotex, addressing their distinct market challenges. Whether defending a premium leader in a commoditized space or repositioning a challenger brand in a category with cultural barriers, the strategic framework remained clear: win the consumer before the point of purchase and ensure sustained engagement beyond transactions.

Kleenex: Defending a Premium Brand in a Price-Driven Market

Kleenex, a global leader in tissues, faced an uphill battle—intensifying price wars, rising competition from private labels, and shifting consumer behaviors that increasingly favored autopilot, price-driven purchases. A premium-positioned brand risks dilution when constantly forced into discount cycles.

The Brand Fantasticator designed and implemented a structured communication strategy that repositioned Kleenex beyond price-driven retail battles. Instead of competing in-store, the strategy focused on localized brand storytelling and consumer engagement programs, reinforcing Kleenex as an essential part of everyday life. By shaping brand perception before the shopping trip, Kleenex remained a deliberate consumer choice rather than an impulse purchase. This approach resulted in 15.1% YoY sales growth, a 6% increase in brand loyalty, and a 3-point rise in market share.

Kotex: Challenging Category Norms Through Cultural Relevance

As a challenger brand in a category often considered taboo, Kotex faced barriers in visibility, communication, and consumer engagement. Traditional marketing channels were limited, and consumer insights often felt generic and uninspiring.

The Brand Fantasticator developed a category-disrupting strategy that repositioned Kotex by creating a direct, peer-driven brand experience. Instead of relying on mass-market advertising, Kotex built real conversations in universities, social spaces, and digital communities, allowing women to engage with the brand in ways that felt relevant and empowering. The approach blended localized brand messaging, a remodeled media strategy, and an expanded on-ground presence, ensuring Kotex was a trusted brand in the spaces where it mattered most.

This strategy delivered a double-digit increase in profit and a 2-point increase in market share, proving that cultural relevance and strategic brand positioning drive business success in even the most challenging categories.

The Takeaway: The Future of FMCG is Built Before It’s Bought

Brands that rely solely on retail activation to drive sales are vulnerable to price wars and commoditization. Kleenex and Kotex exemplify how structured brand-building—before a product ever reaches the shelf—drives long-term value, consumer preference, and commercial success. In today’s FMCG landscape, brands that don’t shape the narrative before the transaction will struggle to compete beyond the price tag.