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By Published on .

Procter & Gamble Co. is rolling out three new variations of its Always feminine hygiene brand later this month in an effort to maintain the momentum of the category leader.

The launch of new Always Overnight Maxi With Wings and Overnight Ultra Thin Maxi With Wings will be backed by TV and print advertising from D'Arcy Masius Benton & Bowles, New York, breaking later this summer.

P&G would not comment on ad spending for the effort. The brand received $51.5 million in measured media support last year, according to Competitive Media Reporting.

The rollout includes the first ultra-thin overnight feminine pads and aims to meet what a company spokesman called a "big unmet need in the category for improved overnight protection." The products will be longer and have wings, which provide greater protection.


This is the fifth product introduction or product improvement for Always in just more than two years. And during that time, P&G has overtaken rival Kimberly-Clark Corp. to become the leader in the feminine protection market, with a 38% share in the 52 weeks ended April 27, according to Information Resources Inc. Sales of Always were up 15.5%.

The rollout also includes new jumbo packs of Always Pantiliners.

With five new jumbo packs-versions of the two new products and three of pantyliners-P&G adds to three jumbo packs of Always maxipads already being offered. Large packs, which generally contain twice the units in regular packs, are playing an increasing role in P&G's paper products business.


The marketer has encouraged retailers to buy into the jumbo packs in part with co-marketing promotions, such as a recent co-op mailing with coupons offering discounts on large packs or multiple purchases of Pampers diapers, Bounty paper towels and Puffs facial tissue.

"We're giving the consumer the benefit of a lower price per pad [with the rollout] and the trade the benefit of a higher dollar ring each time and greater loyalty," said the P&G spokesman.

To compensate for the new stock-keeping units created by the Always Overnight introductions, P&G will discontinue slower-moving SKUs, the company said.

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