This case study demonstrates how Always, a feminine pad brand manufactured by P&G, an American multinational consumer goods company, set out to change the meaning of the common playground insult 'like a girl' to demonstrate that Always could do more than offer protection during a girl's period.
Agency: Leo Burnett Toronto
Brand: AlwaysAdvertiser: Procter & GambleCountry: Canada
Always comes into a girl's life during a big emotional turning point in her development: puberty.
It's the most confusing and...