P&G tackles a taboo with a digital conversation – 'Like a Girl'

Geoffrey Precourt

The lesson of purpose-driven marketing is that even the most powerful brand can prosper if it can find a way to make an ennobling connection with its consumer.

Always, Procter & Gamble's feminine-hygiene brand, is a category leader, with its products being used by more than 220 million women worldwide. Its offerings include maxi pads, pantiliners and feminine wipes that are marketed under the name Whisper in Australia, Chile, Hong Kong, Indonesia, Japan, the Philippines, Singapore, South Korea, Taiwan and Thailand. In Spain and Portugal, the products are marketed as Evax and Ausonia. In Turkey, they are known as Orkid.

Even with its international dominance, allowed Karuna Rawal, evp/business director at Arc Worldwide – part of Leo Burnett Worldwide – Always still had a challenge: "Even though we were a global leader, we actually weren't acting like one," she told a Chicago audience at the 4A's (American Association of Advertising Agencies) 2014 Strategy Festival.