Agency: Leo Burnett Toronto
Brand: AlwaysAdvertiser: Procter & GambleCountry: Canada
Always comes into a girl's life during a big emotional turning point in her development: puberty.
It's the most confusing and embarrassing time in her life. The time when her confidence takes a dramatic nosedive.
For 30 years, Always was committed to its purpose – to champion girls' confidence by educating them during the critical time of puberty. But no one knew this because we weren't talking about it.
As the category leader in feminine hygiene1, Always plays a functional...