Always was underperforming in the Orthodox sector. We were unable to justify our premium due to religious restrictions on media consumption that hindered the reach of our communication.

Aiming to build equity and increase relevance of Always feminine protection products amongst this key population group, we looked to solve some of the tensions a modern Jewish religious woman faces when it comes to biblical commandments related to menstruation.

Israel is known for its amazing tech entrepreneurship, but for modern religious women this could also sometimes become a source of immense tension when tradition clashes with their modern lifestyle.

Always’ brand purpose is to build feminine confidence both as a direct function of its products as well as on a higher-level by empowering women. Our aim is to go beyond simply raising awareness to causes of uncertainty amongst women, but rather focus on “action”, taking credible steps to improve women’s confidence.

Can Always, Israel’s leading feminine protection brand which stands for feminine confidence, find a way to ease religious women’s tensions around their periods?

Difficult to reach with standard media outlets, we needed to find ways to make Always relevant to this community via other means.

We would start out by creating a much-needed utility, a service that eliminates the need for the unpleasant monthly consultations with the Rabbi and we will do it all with the approval of the highest religious authorities, making sure it adhered to the religious standards.

To build initial awareness we would announce the launch of the app in a press release in the sector’s media, which was bound to stir up some reaction. We would follow by recruiting the lady attendants at the ritual baths (Mikveh) to inform women of the app first hand. Finally, we will showcase authentic testimonials on private social groups.

Our AI based app replaced the uncomfortable Rabbi consultations. Just scan your pad and instantly determine whether you are still menstruating directly from your smartphone.

With the help of prominent religious marriage guides, we “fed” an A.I. engine all the biblical rules concerning menstruation pertaining to multiple parameters of possible period and post-period discharge including color, size, shape and dimension of the stain.

We also uploaded scanned sample pads classified by Israel’s rabbinical authority, which would serve as our initial database. Each newly scanned pad would be compared to the existing base to determine status and would also join the database to further improve results.

A press release drove initial buzz while ritual baths' attendants served as our direct app promoters by providing additional "how to" info. Testimonials on private Facebook groups further drove the message and generated extensive discussions.

Finally, there was a solution to a problem that bothered hundreds of thousands of women.

We ignited the discussion and elevated it to the public agenda and the conversation exploded!

https://alwaysbot.net/

Since launch, 3,000 women on average have used the app per month (about 5% of monthly Orthodox menstruating women) and the numbers are growing steadily despite Covid leading to the shutdown of the public ritual baths and the cancellation of our face to face outreach.

App users reacted by thanking Always publicly, talking about how technology enables them to both follow their religious beliefs while keeping their intimate lives private. Even the husbands joined the positive talk.

Always’ equity measurement in the sector has soared (“brand which understands me” up by 23%!) and after being flat for more than two years sales are now on an upward trend in the sector (index 107).