Always

Ultra 3in1 (Long & Extra Long)

Marketing

In June 2020, Always launched a new campaign against the backdrop of the global pandemic and national lockdowns. "The New Brave" is a campaign designed to show the resilience of women around the world – facing the challenges of the new world with courage and determination. The campaign highlighted the self-empowerment of women during the pandemic, including those fighting isolation at home, not seeing family for long periods of time, managing remote work and school, teaching and learning with children and adapting to a new definition.

The "Like a Girl" campaign, which was released worldwide with more focus on U.S. and African markets, from Leo Burnett won the 2015 Emmy Award for outstanding commercial. Lauren Greenfield directed the spot, which debuted in June 2014 and aired during Super Bowl XLIX. The commercial asked the question "When did doing something 'like a girl' become an insult?" Running, throwing, or fighting like a girl are seen by adults as equivalent to weak, but by young girls as strong.

The school program run by Whisper (in India) has helped teach young girls about female hygiene in a country where menstruation is still a big taboo. Always has also undertaken similar programs in Kenya, Nigeria, and other parts of Africa to raise awareness about menstruation, celebrate Menstrual Hygiene Day, and provide easy access to sanitary products to schoolgirls.

The 'Always Keeping Girls in School' program undertaken by Always Africa is an ongoing attempt by the brand to raise awareness about menstruation and period poverty in the region. In Kenya, where Always sells sanitary pads (blue and pink variant) and pantyliners, this program has helped thousands of schoolgoing teenage girls learn about period and menstrual hygiene. Always Kenya also routinely distributes sanitary pads and other menstrual products to schoolgirls to motivate them to use hygienic sanitary napkins instead of cloth and tissue papers. This is done via P&G's FemCare unit, which is responsible for the safe production of sanitary pads and tampons.

Educational marketing for the product includes the company's BeingGirl website. This program was also shared in Kenya and other African nations via Always Africa's official social platforms.

In 2018, Always ran a campaign called End Period Poverty, which would donate one pad to a woman/girl in need for every package sold. This campaign primarily ran in African countries like Kenya to raise awareness about period poverty and menstrual health.

In 2019, the brand removed the female symbol from their marketing to be inclusive of transgender people who menstruate.

In 2020, the brand claimed that 60% of women wore the wrong-size pad, and built a campaign around this idea.