Kao Thailand, dentsu turn period anxiety into a visual story for Laurier campaign

Thailand – Kao Thailand and dentsu Thailand have launched a new campaign for Laurier that puts the emotional burden of period anxiety at the heart of its storytelling, reframing a functional product benefit through a more relatable lens.

Created for Laurier Super Ultra Slim, the “1-second Fast Absorption” campaign aims to challenge Gen Z consumers’ perception that sanitary pads offer largely similar benefits by highlighting the difference that confidence can make during heavy-flow days.

Rather than focusing solely on product features, the campaign visualises the often invisible mental calculations women make while navigating fears of leakage. 

Through two contrasting characters, it seeks to transform an internal experience into something audiences can instantly recognise.

Ling represents the hesitation and emotional weight that can accompany menstruation, while Aom embodies the freedom and confidence that come without constant worry. 

The contrast illustrates the campaign’s central message that a single moment can change how women move through their day.

Matsuoka Shinji, Marketing Vice President at Kao Industrial (Thailand), said younger consumers are increasingly discerning and unlikely to switch products simply because they are new.

He added that the brand wanted to go beyond showcasing a better product by capturing an experience many women already understand, creating a narrative that felt more observant than instructive.

Meanwhile, Ariyawat Juntaratip, Senior Executive Creative Director at Dentsu Creative Thailand, said the campaign began with acknowledging the “mental space” periods can occupy.

According to Juntaratip, the creative approach focused on the quiet calculations and invisible emotional load women carry, noting that brands should strive to understand these realities rather than explain them back to consumers.

By externalising period anxiety through visual storytelling, the campaign seeks to make Laurier’s promise of fast absorption more tangible and emotionally resonant.

“1-second Fast Absorption” launched in April 2026 and will run until 30 June across television and social media channels.