MSLGroup and P&G/Always
Always #LikeAGirl: Turning an Insult into a Confidence Movement
After 30 years in the feminine care market, Procter & Gamble’s Always brand struggled to connect with a new generation of consumers because it was still talking about pads. The brand’s challenge was to become more relevant in a girl’s life while remaining authentic.
Hoping to create an emotional bond with consumers, Always charged MSLGroup with launching a global campaign that would build a more meaningful brand message.
The agency’s research discovered that more than half of girls experience a drop in confidence during puberty.
Read more at http://www.prweek.com/article/1338192/best-use-social-media-digital-2015#4Zc40AuqdmDB6SOa.99