Always: The New Brave

Always, a menstrual hygiene brand, launched its platform The New Brave to build affinity with Always consumers in the UAE, Saudi Arabia, South Africa and Pakistan.

Campaign details

Brand: Procter & Gamble / Always Agency: Procter & Gamble Region: EMEA

Strategy

Objective

In times of global confinement and unprecedented disruption due to the COVID-19 outbreak, women's lives were redefined in the UAE, Saudi Arabia, South Africa and Pakistan. Their duties were multiplied and the pressure on them increased whether in or