Always Egypt: Periods? It's Okay

Fatima Talaat, Ahd Talaat, Tahaab Rais

Femcare brand Always enhanced brand perception and grew penetration among Gen Z in Egypt through an influencer marketing and branded content campaign across multiple media platforms that focused on PMS symptoms.

Campaign details

Brand: Always Brand owner: Procter & Gamble (P&G) Entrant company: StarcomIdea creation: Starcom Dubai Market: Egypt Sector: Feminine hygiene Media channels: Online video, Social mediaBudget: Up to 500k

Executive summary

The challenge for Always, was to strengthen its connection with young Egyptian girls, who represent the brand’s largest segment of current and future users. Despite a growing trend of speaking up on taboos, the conversation around premenstrual cycles remained a sensitive topic in Egyptian culture.

To address this challenge, we developed the...

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