Always has upgraded the packaging design across its Always Ultra range.
Available to retailers now, the new packs sport a brighter line-up and cleaner layout. The design now places a greater focus on the pad scale, making the different absorbency levels instantly recognisable.
The upgraded packs are being promoted in a new marketing campaign, which will run until March 2017 and encompasses TV, print, social media and in-store activity. For the TV spot, the brand has partnered with DJ and producer Phoebe D’Abo.
The new video is the second episode of the Always #RewriteTheRules campaign, which kicked off in February this year. The activity aims to help girls and women stay confident so that they can defy expectations of what it means to be female. The full clip with Phoebe D’Abo can be watched here.
Ania Bielecka, Communications Manager Femcare Northern Europe at P&G, commented: “We’re certain that the TV clip, combined with our print, social, and in-store activity, will help raise awareness levels of our new packaging design across the Always Ultra range. The cleaner, brighter look is set to give the packs greater stand-out on shelf and help shoppers find the product that’s right for them more quickly. With this in mind, we’re expecting a rise in demand and are encouraging retailers to stock up now.”
