Kotex turns to a YouTuber to explain menstruation

The brand teamed up with inventor Simone Giertz to create humorous, instructional films

Published On
May 25, 2021

Editor's Pick

Kimberly-Clark's Kotex is the latest feminine hygiene brand to open up the conversation around menstruation, teaming up with YouTuber Simone Giertz, an inventor known for building creative machines. Together, they've created a series of humorous videos that explain the mechanics of periods and the menstrual cycle.

Marking Menstrual Hygiene Day this Friday, the campaign sees Giertz helping young women demystify periods in her trademark style blending education and humor. In one video, she builds the "menstruation machine" to explain menstrual cycle, and in another, the "period cramp machine" to explain period cramps. It was created by Ogilvy Chicago alongside Google.

The videos are part of Kotex's “She Can Initiative,” which challenges the secrecy, shame and stigma surrounding periods. Giertz's advice is straightforward and reassuring ("remember, you can bleed for five days without dying, and if that's not cool, I don't know what is'), even if the campaign doesn't go down the more graphic routes taken by the likes of Libresse and Thinx

“It’s 2021, and shockingly, period stigma still exists," commented Inger Tanderup, group creative director at Ogilvy,  in a statement. "The negative perceptions around periods are so deeply ingrained in our cultures and continue to hold women and girls back. We need pop culture content like Simone’s videos to tackle the misconceptions and teach both women and men how a period works."



May 25, 2021
Client :
Agency :
Group Creative Director :
Inger Tanderup
Associate Director Social :
Courtney Fishman
Executive Group Director :
Nicole Serr
Copywriter :
Krista Catalfamo
Art Director :
Summers Ford
Creator Writer Editor :
Simone Giertz
Director :
Yvette Solis
Producer :
Anna Bresnahan
DP :
Scott Sorensen
Engineering :
Stu McConnel
Content Architect :
Jessica Hurley
Executive Producer :
Jennica Smith
Creative Effectiveness Lead :
Johannes Helms
Creative Director :
Jen Drop
Creative Business Partner :
Paula Kroening
Creative Strategy :
Lee Sunga
Senior Account Executive :
Anne Ehrhart
Business Director :
Analise Siciliano
Creative Director :
Scotty Gelade
Creative Director :
Carlos Naude
Senior Account Manager :
Kiki Staszak
Producer :
Aly Bird
Editor :
Matt Mayer
Designer :
Alice Hur
Media Contacts :
David Ford
Media Contacts :
Terry Balluck

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