Always: Always On Bat-Mitzvah

Gilad Kat

Feminine care brand Always created a virtual Bat Mitzvah to appeal to girls over 12, and their mums, in Israel.

Campaign details

Brand: AlwaysBrand owner: Procter & GambleLead agencies: MediaCom Connnections Tel-Aviv, Stern Ariely Saar PRContributing agencies: Shavot, Teenk, KalturaMarket: IsraelIndustries: Events & experiential, Livestreaming, Merchandise & free gifts, Online video, Public relations, Social media, Sponsorship - event, property, TelevisionMedia channels: Feminine hygieneBudget: 500k - 1 million

Executive summary

A Bat Mitzvah is a once-in-a-lifetime event, celebrated when a Jewish girl turns 12. The Covid-19 pandemic wrecked this significant moment but Always came through by organising the first-ever virtual Bat Mitzvah, clearly cementing itself as...

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