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


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...

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