Procter & Gamble – Femcare Promotion
Agency name: FREY.G2 Client name: Procter & Gamble Category: Integrated Communication
BACKGROUND
Marketing for female sanitary products in Germany still proves to be very complex due to different causes. This is also noticeable for Always, the most successful German pads brand in this industry.
One of the most important target groups (especially on medium term) are young and juvenile users at the point of market entry. They are especially hard to reach and to convince.
Always offers no clear product differentiation from other manufacturers i.e. Camelia, has a higher...