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 were the higher price of Always, negative perceptions and interactions of Always and stockouts. Consumers also complained of negative product experiences.

To assure their consumers that they care and listens, the brand launched Always Cotton Soft at fifty 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 New Always pads. We did this by having brand ambassadors use demonstration boards with mounted 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 fares for women along select routes, and giving them a free pack of Always Cotton Soft.


We achieved a 46% pick up in sales. Out of the targeted 10,000 consumers of competitor brands, a total of 15,258 competitor consumers were convinced to buy Maxi Cotton Soft.

Pick up in sales
Conversion rate for general