The goal is to help women sort through confusion in the category, Marketing Director Nancy Kogl-meier said in a video at P&G's shareholder meeting last week.
P&G said it isn't certain what form the "shopping aid" will take, but it will likely be on or in packages and explain absorbency levels.
In recent testing, P&G had women pick the pad they wanted, then took them to a mock retail display to find that product on the shelf, Ms. Koglmeier said, adding, "Amazingly, 70% of the women picked the wrong package."
Chairman-CEO John Pepper said P&G also will use mail sampling and a guide found at the Always Web site (www.always.com).
P&G has already signaled its focus on women's choice by introducing a multipack of different absorbency tampons under the Tampax brand it acquired in July.
Advertising for the multipack has been running since summer from Foote, Cone & Belding, Chicago, which had the business under former owner Tambrands. The