Always: #LikeAGirl

This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.

Always: #LikeAGirl

Agency: Leo Burnett Toronto

Brand: AlwaysAdvertiser: Procter & GambleCountry: Canada

Creative effectiveness

Always comes into a girl's life during a big emotional turning point in her development: puberty.

It's the most confusing and...