The Drum Awards for Marketing - Extended Deadline

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By John Glenday, Reporter

November 17, 2016 | 1 min read

Consumer goods giant Procter & Gamble is refreshing its Always Ultra range ahead of the New Year with the release of a new marketing campaign which will run through to March 2017.

Spanning TV, print, social media and in-store activity this push dovetails with revamped packaging that aims to give the feminine hygiene product a ‘cleaner, brighter look’.

Ania Bielecka, communications manager femcare Northern Europe at P&G, remarked: “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.

“Our #RewriteTheRules campaign is all about empowering girls and women, showing them that nothing can keep them from doing what they want to do, whatever the time of the month, thanks to the protection offered by Always Ultra.”

The campaign comes just three months after P&G committed to upping its ad spend.

Procter & Gamble (P&G) Marketing

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