Always Infinity: Magic

A campaign for Always Infinity, a sanitary pad that entered the market at a higher price point than rivals.

Always Infinity: Magic

BUSINESS SITUATION: “A BACKGROUND WORTH ABSORBING”

In October 2008, Always Pads launched Always Infinity, bringing new to the world technology to the pads market. Infinity introduced pads consumers to Infinicel™, a revolutionary technology with the unique ability to handle 10X its weight in fluid without sacrificing comfort. Infinity's innovative technology soon gained an incredibly loyal consumer base, with a growing number of repeaters in just 6 months after launch.

However, Infinity's growth was challenged by trial and awareness in the year following launch. Due in large part to its premium price point, Always Infinity faced the following...

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