Brand Owner: Procter & Gamble
Category: Pharmaceuticals/Health Care
Region: Eastern Europe
Date: June to November 2007
Media Agency: MediaCom
Other Agencies: Leo Burnett
Media Channels: Print, Out-of-Home, Ambient
Always' market share had stagnated in a declining sanitary-pad market. In a bid to attract new consumers from competitors, and to win back customers who had tried the Ultra Sensitive variety but rejected it due to its plastic-like topsheet, the product was upgraded with a new design and a new softer topsheet.
All that was needed was an effective media campaign to promote the redesign by communicating the idea of softness and comfort.
|Always' full-page ads have the bottom-right-hand corner covered by the new softer topsheet material, inviting readers to experience the softness just by turning the page.|
These ideas were communicated in places where the target was most receptive to the idea of softness, or longing for comfort. Stickers on the exteriors of buses showed the bodies of women reclining in comfy white chairs just below the windows, with the heads of real people sitting in the bus seats completing the picture. Metro posters pointed out "Just because there are no free seats, doesn't mean you can't still feel comfortable."
In changing rooms in clothes stores, small branded pillows were placed on seats or hung below posters, with the accompanying message "We hope that the new clothes you're trying on now will give you the same softness as new Always Ultra Sensitive."
The activity also targeted the female magazine-reading audience via full-page ads with the bottom-right-hand corner covered by the new softer topsheet material, inviting readers to experience the softness just by turning the page.
In terms of results, the communication objectives were surpassed in all participating countries except Croatia -- where Always Naturella launched at the same time. Always' share reached a record high in Hungary and Slovenia, while Procter & Gamble shares also reached a record high in the Czech Republic and Slovakia.
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