Key Message:
Always wants to help young women embrace the taboo of having a period by humorously unfiltering the topic.
Creative Strategy:
Our Strategy is to utilize social media to show how dealing with a period is empowering rather than embarrassing.
Issue:
Which Pad is for me?!
Solution:
Redesign packaging to highlight pad absorbency rather than the brand itself through a sleek, new labeling system, which introduces an animal figure for each tier.
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Lion: heavy flow
Koala: regular flow
Mouse: light flow
Campaign:
Place interactive pad dispensers in high school bathrooms and malls to help young women deal with an unexpected period. With these dispensers, you would text or tweet an emoji, whichever corresponds to the flow level you need, to the number placed on the dispenser, and a pad of your choosing would be dispensed to you along with a text message or tweet reply: #DealtWith to help correlate a hashtag that will be base of the Always marketing campaign. This hashtag would also extend through the packaging and social media campaigns.
Microsite:
Along with the hashtag given to the consumers of the dispensers, a link to a microsite would be sent out to the users that introduce young women to the new language of periods and open the conversation between the brand and young women in a relatable but educational fashion. This would help educate those that are just beginning their periods to learn about the process, tips, etc. of this new thing happening in their life, as well as older young adults, to introduce them to this new language that is the new Always brand.
Snapchat:
Finally to begin the campaign, Always, in partnership with Snapchat, would create an invisible "unfilter" only using sounds to match their selected animals. This would intrigue users to playfully post about "dealing with things" and contribute to the "#DealtWith" livestory.
