Kotex Steps Up Digital Marketing

Kotex held a blogger's party in Singapore over the weekend to introduce its new brand for that market: Kotex Wow, a box of colorfully wrapped tampons that will hit shelves in September.

Ben & Jerry's and cupcakes galore were on hand to help launch the product, which Kotex Asia is also promoting via its  'I Know' Movement Facebook and Twitter pages, and with a mobile app. (At least one male blogger was on hand, while a female blogger indicated her first preference is the U by Kotex brand.)

In the US, meanwhile, Kotex just announced Project Makeunder, a digital campaign featuring comedian Kathy Griffin and stylist George Kotsiopoulos in a competition to get women to trust the Kotex brand to protect their favorite lingerie. In return for sharing stories, according to the press release, the contest "gives women who are ready to upgrade their lingerie drawer the chance to receive a head-to-toe 'Makeunder' and star in an online video series documenting their experience."