How P&G reached an audience without mass-media channels

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.
What was the strategy behind Always’ ‘Rabbi Bot’ campaign, and how did you approach this potentially taboo subject?

Gal Swisa (GS) – Twenty percent of Israeli women are Orthodox or religious, so business-wise they are a very important population segment. But in trying to communicate with them we did face two significant obstacles. First, they are extremely hard to reach with co

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