P&G tackles a taboo with a digital conversation - 'Like a Girl'

This article shows how Always, Procter & Gamble's feminine hygiene brand, engaged consumers in a new way by changing the conversation surrounding its category.

P&G tackles a taboo with a digital conversation – 'Like a Girl'

Geoffrey PrecourtWarc

The lesson of purpose-driven marketing is that even the most powerful brand can prosper if it can find a way to make an ennobling connection with its consumer.

Always, Procter & Gamble's feminine-hygiene brand, is a category leader, with its products being used by more than 220 million women worldwide. Its offerings include maxi pads, pantiliners and feminine wipes that are marketed under the name Whisper in Australia, Chile, Hong Kong, Indonesia, Japan, the Philippines, Singapore, South Korea, Taiwan and Thailand. In Spain and Portugal,...

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