Always (brand)


Always is an American brand of menstrual hygiene products, including maxi pads, ultra thin pads, pantiliners, and feminine wipes, produced by Procter & Gamble. It was first introduced in the United States in test markets in the spring of 1983, then nationally in May 1984. By the end of 1984, Always had also been introduced internationally in United Kingdom, Canada, France, Germany, and Africa. According to Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble, Always was Procter & Gamble's "first truly global brand."
Always is sold under the name Whisper in Japan, Singapore, India, China, South Korea, Philippines, Thailand, Hong Kong, Taiwan, Vietnam, Malaysia, Australia, Cambodia and Indonesia, under the name Lines in Italy, under the name Orkid in Turkey, and under the names Evax and Ausonia in Spain and Portugal. Marketing for the product includes the company's BeingGirl website.
The product is manufactured in Belleville, Ontario, Canada at a 700,000-sq.-ft. plant with 175,000-sq.-ft. of warehouse. The plant is one of Procter & Gamble's largest in North America.

Marketing

The "Like a Girl" campaign from Leo Burnett won the 2015 Emmy Award for outstanding commercial. Lauren Greenfield directed the spot, which debuted in June 2014 and aired during Super Bowl XLIX. The commercial asked the question "When did doing something 'like a girl' become an insult?" Running, throwing or fighting like a girl are seen by adults as equivalent to weak, but by young girls as strong.

In popular culture

In Tbilisi, Georgia the Bridge of Peace is nicknamed the Always Ultra Bridge for its resemblance to a maxi-pad.

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