Always: The New Brave

Always, a menstrual hygiene brand, launched its platform The New Brave to build affinity with Always consumers in the UAE, Saudi Arabia, South Africa and Pakistan.

Campaign details

Brand: Procter & Gamble / AlwaysAgency: Procter & GambleRegion: EMEA

Strategy

Objective

In times of global confinement and unprecedented disruption due to the COVID-19 outbreak, women's lives were redefined in the UAE, Saudi Arabia, South Africa and Pakistan. Their duties were multiplied and the pressure on them increased whether in or out of the home. As a feminine care brand, Always felt it had the obligation to stand by women, to care for and support them. The challenge was to live up to the brand's purpose of being 'the force for female good'...

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