Have you seen the new Always “Like a Girl” campaign? Well, you should. It’s a great example of how smart integration is achieved and as a result, unleashes buzz and engagement. It sort of reminds me of Dove’s Real Beauty campaign but this time, it’s focused on girls who are encouraged to break through those perceived limitations and what girls are told they should be like. It’s a very positive message for girls and it works to enhance the Always brand. It’s a great lesson in marketing – you don’t always have to focus on your product to secure a win for your brand. Sometimes, you have to think bigger and Always is a great example of a brand who is able to rise about product pushing to executing a big idea campaign.
The campaign has won several awards already and have people talking and engaging on social media as well as traditional media. There’s even a Confidence Summit in partnership with Ted and educational kits for teachers. I love how well-thought out this campaign is and how much engagement it’s getting on social media. The message is one that resonates with women and men as evidenced by the comments from the many men who wish better for their little girls when they grow up. Bravo, Always!