Always Sensitive: Soft Like Cotton Protection
Always Soft & Fit is being rebranded as Always Sensitive to explicitly promote the product’s cotton-like comfort and launch a modern look with brand new packaging, distinctively designed to appeal to the brand’s young, female audience and increase stand out on shelf.
The new identity emphasises Always Sensitive’s unique qualities such as its extra soft non-woven topsheet, soothing lotion to protect the skin and undisputed protection reassurance; making it the number one choice for superior softness.
An above the line marketing campaign will support the launch, targeted at women aged 16-24 years and includes YouTube, Facebook and Instagram advertising up until November 2016, before extending to national TV spots during the first three months of 2017. To engage with the product’s key demographic, who are prolific users of the internet and social media, mobile adverts will also run on the devices of consumers in the vicinity of live in-store activations.
Ania Bielecka, Communications Manager Femcare at Procter & Gamble, comments: “We’re really excited to be executing a campaign so closely linked to the everyday online habits of our target audience. Their high usage of social media means our partnership with YouTube, Facebook and Instagram is a natural fit for the brand. We recommend retailers take advantage of the new POS available to increase overall category sales, as we expect to see a spike in awareness due to the extensive reach of our cross-platform marketing campaign.”
Always Sensitive is available now to grocery, convenience and wholesale channels and in the following formats (RRP £1.55 for standard packs):
- Normal 16ct
- Normal wings 14ct
- Long wings 12ct
- Night 10ct
- By Procter & Gamble
- Always,Always Sensitive,Femcare