P&G: Always #LikeAGirl
'Nobody will ever share anything that has the Always logo on it'
Who would want to be associated with periods?
A great idea proved that you can make a feminine hygiene brand more popular. But it surely was no easy task.
Sanitary pads are a low involvement/high sensitivity category. Women claim not to care about periods yet they care immensely about how they are portrayed and take any message very personally.
Communication has also traditionally been very functional, as performance is key: after all, if a product lets you down the consequences can be quite unpleasant. Hence...