Procter & Gamble begins new campaign for Always
By Adnews Staff
Procter & Gamble has begun a new campaign for its Always line of feminine hygiene products called "Have a Happy Period." The campaign makes use of billboards displaying copy such as "Put yourself on a pedestal. Buy some heels" and "Somewhere nearby is a whole store full of chocolate." Television, print and Internet advertising are also in use. General market and teen executions in English and French began this month and will continue into 2006. "The launch of 'Have a Happy Period' helps to reframe the period in a positive and healthy way by highlighting the role of Always' outstanding protection, and women themselves, can play in making periods happier," said Jennifer Macdonald, assistant brand manager for Always. "Recognizing that from the moment a woman's period starts until the moment it stops, her period can impact up to 25 per cent of her life, Always is setting out to show woman that it is possible to make this significant portion of time as happy and easy as possible." The campaign was created by Leo Burnett USA and SMG United, a communication planning agency within Starcom MediaVest Group that is dedicated to Procter & Gamble's business. As part of the Canadian campaign, the company conducted a one-day event at Dundas Square in Toronto yesterday called the "Simple Pleasures Mini-Market," at which promotional workers distributed chocolate, flowers and nail polish to women.