KOTEX SERVES BOLD NEW VISION WITH ‘OWN YOUR FLOW’

Kotex has unveiled its global brand platform ‘Own Your Flow’ with a striking anthem film directed by Juan Cabral. Using tennis as a metaphor for pressure and self-discovery, the campaign challenges period taboos, introduces bold new visuals, and reimagines a classic soundtrack to empower women worldwide.  

Kotex has launched its new global brand platform, ‘Own Your Flow’, with a powerful film that seeks to redefine how menstrual hygiene products are perceived and discussed. The campaign, created by Omnicom creatives formerly from FCB and directed by MJZ’s Juan Cabral, is designed to celebrate young women while breaking down entrenched taboos around periods. At its heart lies a 90-second anthem spot that uses the intensity of tennis as a metaphor for the scrutiny, pressure and self-doubt women and girls often face on their journey to self-discovery.  

The film introduces a bold new visual identity for Kotex, pairing red and black as core brand colours with updated typography. These striking aesthetics are underscored by a reimagined version of Tears for Fears’ iconic track ‘Everybody Wants to Rule the World’, lending the campaign both cultural resonance and emotional depth. The choice of tennis as the central motif is deliberate: the sport’s moments of silence, tension and decisive match points mirror the experience of growing up in a world where conformity is expected, yet individuality is essential.  

Gustavo Sarkis, global creative lead at Kimberly-Clark, Kotex’s parent company, describes Cabral’s contribution as transformative. Known for celebrated commercials such as Cadbury’s ‘Gorilla’, Sony Bravia’s ‘Balls’ and IKEA’s ‘Beds’, Cabral brought a distinctive vision to the project. “His vision elevated the project to another level in terms of both craft and storytelling,” Sarkis explains. “He helped us move away from a strictly linear narrative and toward something more experiential, where the audience can really feel the story.”  

The campaign is not simply about advertising a product; it is about expanding Kotex’s long-standing commitment to women’s progress into a broader cultural conversation. By placing its heroine in a moment of extreme pressure – a match point under the gaze of the crowd and the umpire – the film captures the universal experience of being judged, scrutinised and expected to perform. Sarkis notes that the team explored many scenarios before settling on tennis, but the sport’s inherent drama and symbolism made it the perfect choice. “Everything about that moment visually and emotionally amplified the pressure she’s feeling,” he says.  

The production itself was meticulously planned, with Sarkis present on set to oversee the process. He describes it as “very organised and thoughtfully planned”, emphasising the importance of preparation at every stage of the creative pipeline. For him, careful groundwork is what allows freedom in execution, enabling the team to experiment and push boundaries while maintaining clarity of vision. The result is a film that feels both polished and poetic, balancing technical precision with emotional resonance.  

‘Own Your Flow’ is intended to be more than a campaign; it is a statement of intent. Kotex has long positioned itself as a brand committed to supporting women, but this platform takes that commitment further by engaging directly with cultural narratives around identity, empowerment and resilience. The metaphor of tennis is not just about sport, but about the broader struggle to find one’s voice in a world that often demands silence or conformity.  

The choice of music is equally significant. Tears for Fears’ ‘Everybody Wants to Rule the World’ is a song steeped in cultural memory, and its reimagining here underscores the campaign’s themes of pressure and ambition. By pairing the track with bold visuals and a narrative of defiance, Kotex situates itself within a lineage of cultural storytelling that resonates across generations.  

For Cabral, whose work often blends surrealism with emotional clarity, the challenge was to create something visually arresting yet deeply human. The film’s use of colour, movement and silence reflects his signature style, while its focus on experiential storytelling ensures that viewers are not just watching but feeling the heroine’s journey. The decision to avoid a linear narrative allows the film to operate more like a sensory experience, immersing the audience in the tension and release of the moment.  

Kotex’s new platform also signals a shift in how brands in the menstrual hygiene sector approach communication. Historically, advertising in this space has been constrained by euphemisms and sanitised imagery, often avoiding direct engagement with the realities of menstruation. ‘Own Your Flow’ breaks from that tradition, embracing bold colours, cultural references and metaphors that speak to empowerment rather than concealment. In doing so, it positions Kotex as a brand willing to challenge norms and lead conversations about women’s progress.  

The campaign arrives at a time when global conversations about gender equality, representation and empowerment are increasingly urgent. By aligning itself with these themes, Kotex not only strengthens its brand identity but also contributes to a wider cultural shift. The film’s heroine, standing at match point under the spotlight, becomes a symbol of resilience and self-discovery – a reminder that empowerment often emerges in moments of greatest pressure.  

For Sarkis and the creative team, the hope is that ‘Own Your Flow’ will resonate beyond advertising, sparking dialogue and inspiring young women to embrace their individuality. The campaign’s combination of bold visuals, cultural references and emotional storytelling reflects a broader ambition: to create work that is not only memorable but meaningful.  

As Kotex steps into this new chapter, the brand’s message is clear: empowerment is not about avoiding pressure, but about owning it. By turning the spotlight on the challenges women face and reframing them as opportunities for growth, ‘Own Your Flow’ invites audiences to see menstruation not as a taboo, but as part of a larger narrative of resilience and self-expression.  

In the end, the campaign is both a celebration and a challenge – a celebration of women’s voices and a challenge to the cultural norms that have long silenced them. With Juan Cabral’s artistry, Omnicom’s creative vision and Kotex’s commitment to progress, ‘Own Your Flow’ stands as a bold declaration that the time for change is now.