Who would want to be associated with periods?
A great idea proved that you can make a feminine hygiene brand more popular. But it surely was no easy task.
Sanitary pads are a low involvement/high sensitivity category. Women claim not to care about periods yet they care immensely about how they are portrayed and take any message very personally.
Communication has also traditionally been very functional, as performance is key: after all, if a product lets you down the consequences can be quite unpleasant. Hence brands have historically fought over product superiority, using demos and showing women doing exceptional and often silly things during their period, to prove how ‘liberating’ a good pad can be. It soon became quite clichéd.
Yet this worked well for Always for quite some time, especially thanks to the great performance of its products, and the brand became globally recognised and used by over 227 million women.
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