Always – Positively happier periods
Principal Author: Eleni Chalmers – Leo Burnett
Contributing Author: Steve Watkins – Leo Burnett
What does a brand do when everything is stacked against it? Declining market? Check. Increasingly sophisticated (and cheaper) competition? Check. Operating in a category that women want to talk about sometimes but not at others? Check. Global recession? Check. These are the challenges that P&G faced in France in 2008 with Always, their leading feminine care (femcare) brand.
The Always ‘Have a Happy Period’ campaign created a provocative alternative to conventional femcare advertising. It recognised that a woman’s relationship with...