Kotex PAWket

Derrick Lin


Agency: 池木
Creative Direction: Nina Jiang and Jessie Chen
Location: China
Project Type: Produced
Client: Kimberly-Clark
Product Launch Location: China
Packaging Contents: Sanitary pads
Packaging Substrate / Materials: Plastic, paper

‘PAWket 爪心包’, is Kotex’s first pocket-sized sanitary pad.

The concept comes from combining the word ‘paw’ and ‘pocket’ and by developing a cat-themed style and identity to stand out from the competition.

For Chinese girls, ‘talking about their period’ is still an embarrassing and private topic. Thus for the sanitary pad market, the idea of ‘pocket-size packaging’ emerged and was well-received for its stylish appearance and ultra-portable design.