ALWAYS; Ilonka Laviz.(Special Report: Marketing 50)(Procter and Gamble Co.)(Brief article)

Advertising Age,  November, 2007  by Neff, Jack

• E-mail
• Print
• Link

Byline: jack neff

Procter & Gamble Co. has led the U.S. sanitary-pad category since 1996 with its Always brand. But this year, marketing has helped moved the brand's share past the 50% barrier, up nearly three points from a year ago, according to ACNielsen data from Sanford C. Bernstein.

Behind that gain are new products such as Always Clean (a pad paired with a cleansing wipe) and an unusual ad campaign from Leo Burnett, Chicago, with the tagline "Have a happy period." The campaign uses such lines as "It's OK ...

Read the rest of this article with a Free Trial at HighBeam Research.