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Kotex A Challenger’s Campaign Kotex Soft-Dri Launch Kotex was launched in Beijing in 1996. Whisper had been very active and overwhelming in communication. Consumers in the premium segment had strong preference to Whisper. Whisper is regarded as the standard for the category with premium and innovative image. At the time JJ’s Carefree had just launched. Kotex Strategy Opportunities From times of consumer UA studies, we found there existing a segment of consumers which we called “Mixed Users” Mixed Users: use premium, high performance product, i.e. Whisper in heavy flow days, and use value