Softex

Brief, Softex stands as one of Indonesia’s leading health & hygiene brands, trusted by millions. But as the category grows crowded, functional claims like softness, comfort, and leak protection have become common ground. To stay relevant, Softex must move beyond product benefits, by building an emotional connection that feels real and human. 

Idea, “Love Isn’t Always About Flowers and Chocolates.” Sometimes, love shows up in the smallest, most genuine acts, like having the courage to care without hesitation. Valentine’s Day is often celebrated with grand gestures: fancy dinners, flowers, and chocolates. But this year, Softex wants to redefine what love means, beyond the romantic, towards the real. Because love isn’t just about looking perfect together; it’s about being there for each other, even in moments that feel uncomfortable or taboo. Softex aims to shift the perception that buying pads is something embarrassing, into a symbol of sincere and fearless love. Because true love isn’t about grand gestures that look sweet, but about the quiet courage to do the little things that truly matter. This message perfectly captures the spirit of Gen Z, open, compassionate, and brave enough to challenge old stigmas. A love that’s honest. A care that’s fearless. "Untuk Kamu, Tanpa Ragu"