Always #LikeaGirl: Changing the meaning of words to make girls proud to be girls

This case study demonstrates how Always, the feminine hygiene brand, changed a negative stereotype about what it is to be a girl, in turn growing purchase intent.

Always #likeagirl: Changing the meaning of words to make girls proud to be girls

Anna Coscia

Campaign details

Client: P&GAgency: Leo BurnettBrand: Always

Issue

Always was trusted at a functional level, but found itself losing relevance amongst younger women,...