Always - Positively happier periods

In 2008 P&G faced considerable challenges in France for their sanitary towel brand Always: a declining market; cheaper competition; a depressing category; and a recession.

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...

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