Using place-based OOH, Always could reach women in an environment not cluttered by its competitors. This created an opportunity to build an emotional relationship with Always as a sympathetic friend instead of a solution to a problem. Online extensions used web banners to drive teens to beinggirl.com/happy, where they could find others with common problems. TV and print reached women through everyday pleasures in “guilty pleasures” magazines and shows complementary to OOH and online.

Two months after launch Always hit a 53.2 share. Always remains above 50 share, ending the year at 52 (110 IYA), with shipments at their highest levels in almost seven years. Separately, Always verified that the (in-market) campaign improved perceptions of both product performance and emotional understanding drivers.