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.
5TH MOVE N 2 YEARS
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.