Magazine article ADWEEK

P&G 'Always' Promotes a Curse as a Blessing: 'Have a Happy Period' Is Tag for New Femcare Campaign

Magazine article ADWEEK

P&G 'Always' Promotes a Curse as a Blessing: 'Have a Happy Period' Is Tag for New Femcare Campaign

Article excerpt

CHICAGO Simply coping with the inconveniences of menstruation is the traditional theme of advertising in the feminine protection category.

But a new ad campaign breaking today for Procter & Gamble's Always brand, the top-seller among sanitary pads, makes a break with category tradition and a play for a new way of looking at the topic--with a message of indulgence and the tagline, "Have a happy period. Always."

"We are re-framing the period from negative to positive," said Patti Gregoline, svp and executive creative director for Publicis Groupe's Leo Burnett in Chicago, which worked in partnership with sibling channel planning unit SMG United to craft the strategy.

Consumer research by Burnett differentiated tampon users, who "hate their period, and want it to go away," from pad users, Gregoline said. "Whey find it a natural part of their life, not necessarily all positive, but part of how their body works. It's a signal they're a woman, they're healthy and fertile."

Two TV spots show the Always pad as a comforting and even inviting product. Against a full-screen view of an Always pad, a contented female voiceover in one spot says soothingly: "Looks like it's time to bloat, whine, pig out, cry for no reason and ... smile." The pad is turned sideways and bent upwards into a smile. Product benefits are not ignored. The smile spot ends with the promise, "With protection so powerful, you can (smile). The same voiceover in another spot says, "A softer, comfy top sheet on every Always pad? …

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