Always #likeagirl: Changing the meaning of words to make girls proud to be girls
Client: P&GAgency: Leo BurnettBrand: Always
Always was trusted at a functional level, but found itself losing relevance amongst younger women, who were drawn to brands which engaged them at a more emotional level. Differentiation through product performance alone was no longer enough. The brand needed a greater meaning and relevance.
The core of the Always brand has historically been 'confidence', expressed through the superior performance of its products. But confidence also has a powerful emotional...