| P&G's Revitalizing a Brand: Procter and Gamble’s Always |
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The Challenge
Restore Always’ bond with younger girls in Latin America while launching a technically improved product. Get them to embrace a brand they’d written off as “what my mom uses.”
The Solution
Teen girls are eager for product improvement and information as long as the news sneaks in under the radar of brothers, fathers and boyfriends. Use “Accident Rate” to slip in the product news, and “Science Says You’re Not Crazy, You’re a Girl” to educate without embarrassment.
The Results
The “Accident Rate” and “Science” campaigns upped sales by an average of 15% in the Latin American countries where it ran, and helped restore Always to category leadership in Mexico.
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