Always needed a way to appeal to a next generation of consumers in the face of growing competition from rivals that were gaining traction with Millennial girls via social media. The award-winning response was the Always #LikeAGirl campaign, that turned a phrase that had become an insult into an empowering message.
Together Leo Burnett Chicago, Holler and Always scooped up a Black Pencil 2015 Award for their #LikeAGirl campaign.
The Brief
Always’ commitment to empowering girls through puberty education dates back decades. Yet in 2013, P&G realised the brand’s purpose wasn’t apparent to the new generation of consumers. Always’ brand communications had remained focused on product performance, while its main rivals had moved on. The challenge was to build a fresh and more meaningful understanding of confidence which would resonate with the next generation of consumers....