March 20, 2015 by PRWeek staff

Far surpassing the brand’s expectations, the effort garnered 76 million views on YouTube, making it one of the top viral videos of the year.


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.