SUMMARY: Fostering social change is not a common goal for brands. But if your audience is ready to discuss taboo subjects, your marketing can be a rallying point that dispels myths while boosting reputation and sales.
See how Kotex determined that its customers were ready for frank messages about women's bodies and health. The team radically repositioned its marketing and has boosted Kotex's market share. Includes tips on conducting customer research and creating content that encourages discussion.