Always: React to Shamers

Always, the feminine hygiene brand, increased brand equity in Israel by helping teen girls stand up to social shaming.

Campaign details

Brand: AlwaysBrand owner: Procter & GambleLead agency: MediaCom IsraelContributing agencies: Google Israel, ReactCountry: IsraelIndustries: Feminine hygieneMedia channels: Content marketing, Events & experiential, Online display, Online video, Public relations, Social media, Television, Virtual & augmented reality, Word of mouth, advocacy

Executive summary

Always is the market leader for female sanitary protection in Israel and most users are hugely loyal. Its key challenge is to encourage those new to the market to select Always.

The brand's global purpose is to build female confidence and in Israel, it activated this by...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands