PROCTER GAMBLE

THE TASK
Designed a campaign for 'Always' which would resonate with a target audienceof ages 12 to 25 years, aimed at building brand equity and generating top of mind awareness.

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CHALLENGES
Encouraging the target consumers,who have a short attention span, for long enough to discuss the issues especially given cultural peculiarities of not discussing such 'intimate' issues in the public domain

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AGENCY'S RESPONSE
Our approach was three pronged
This first phase was anchored on the idea of the consumer sharing her first experiences associated with puberty and adolescence

2.My dream come true:
This phase was the actual introduction of the product. The campaign was tied to the need for consumer to use a product that is trusted to do the job.

3.The future is now:
This last part dealt with maintaining top of the mind awareness that the brand has gained in the first two phases. The idea was to position 'Always' as a confidence partner as the consumers journey on to live successful lives.

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RESULTS
We achieved over 40 media mentions in tier one national newspapers, magazines, TV stations like The Guardian, Punch, Daily Champion, ThisDay, Genevieve, Truelove, Channels TV, amongst others.