Always (P&G East Africa)

Cotton Soft Launch

The Challenge

Always had been losing market share across its range of pads to cheaper brands. The reasons for this was the higher cost of Always as compared to the other pads in the market, negative perception and interactions with Always and stockouts.

To assure their consumers that they care and listen, the brand launched Always Cotton Soft at fifty Kenya shillings. A product that assures consumers of great quality, cotton-soft improved texture, superior protection for confidence, and most of all affordable giving women the FREEDOM TO DO MORE.

Following the launch, we were commissioned to execute a consumer engagement in modern trade stores to drive awareness, consideration and trial. This also drove advocacy while ultimately positioning the brand as the superior but affordable choice for its consumers.


We went to 250 modern trade stores across the country over a period of 10 days driving communication of the Always Cotton Soft pads. We did this by having brand ambassadors use demonstration boards with mounted Always pads for a “Touch and Feel” demo.

The entire campaign was strategically scheduled during a back-to-school period in order to target bulk purchases from female students and parents.

The brand further impacted consumers’ lives positively by paying matatu fare for women along select routes in Nairoi, and giving them a free pack of Always Cotton Soft.


We achieved a 46% increament in sales during this activation period. Out of the targeted 10,000 consumers of competitor brands, a total of 15,258 competitor consumers were convinced to buy Always Maxi Cotton Soft.

Increament in sales
Conversion rate for general