In a category fraught with blue goo demonstrations and bad advertising, Always needed to break the mold.

The Creative Strategy: Reframe the period from negative to positive by highlighting the role that Always’ product and women themselves can play in making their periods happier. The creative idea became: “Have a happy period. Always.” The idea was inspired by deep consumer understanding:For her, getting her period is just part of being a woman. She doesn’t want her period to disappear; she just wants it to be easier. She is likely to pamper herself and indulge a little during her period to be happier.

The launch media strategy was to spread the happiness in “Simple, Feminine Pleasure” Media Environments: - We launched with National Print in July 2005.- And with National TV in July 2005.- Supplemented with messages “All Around Town” OOH in August 2005.- An online advertising component launched in August 2005 was anchored by an Always Happy microsite. - We brought a moment of happiness to women on the streets of Chicago in September 2005 by handing out a chocolate bar and “period permission slip.”- And 10 months later the Have a Happy Period campaign is going strong . . .