Always: #LikeAGirl

This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.

Always: #LikeAGirl

Agency: Leo Burnett Toronto

Brand: AlwaysAdvertiser: Procter & GambleCountry: Canada

Creative effectiveness

Always comes into a girl's life during a big emotional turning point in her development: puberty.

It's the most confusing and embarrassing time in her life. The time when her confidence takes a dramatic nosedive.

For 30 years, Always was committed to its purpose – to champion girls' confidence by educating them during the critical time of puberty. But no one knew this because we weren't talking about it.

As the category leader in feminine hygiene1, Always plays a functional...

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