Campaign details
Brand: AlwaysBrand owner: Procter & GambleLead agency: MediaCom IsraelContributing agencies: Google Israel, ReactCountry: IsraelIndustries: Feminine hygieneMedia channels: Content marketing, Events & experiential, Online display, Online video, Public relations, Social media, Television, Virtual & augmented reality, Word of mouth, advocacy
Executive summary
Always is the market leader for female sanitary protection in Israel and most users are hugely loyal. Its key challenge is to encourage those new to the market to select Always.
The brand's global purpose is to build female confidence and in Israel, it activated this by...