How P&G reached an audience without mass-media channels

WARC asked Gal Swisa, Always Brand Leader at P&G Israel, and Gilad Kat, Mediacom’s Team P&G Communication Planning Director, about the success of ‘Rabbi Bot’.
What was the strategy behind Always’ ‘Rabbi Bot’ campaign, and how did you approach this potentially taboo subject?

Gal Swisa (GS)– Twenty percent of Israeli women are Orthodox or religious, so business-wise they are a very important population segment. But in trying to communicate with them we did face two significant obstacles. First, they are extremely hard to reach with conventional mass media channels. They do not own a TV, and only access censored media. Even digital devices are filtered to meet the protective standards of the religious community. In addition, specifically for the feminine hygiene category,...

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