WHAT WORKS

Some might have wondered what a feminine brand like “Always,” was thinking when it decided to put together a campaign and advertisement to air during the Superbowl. Being the first ever feminine brand to advertise in the Superbowl, “Always,” was definitely in uncharted territory. It is safe to say they nailed it with their #LikeAGirl campaign. Who wathes the Superbowl? Men (dads), boys (brothers), women (moms) and girls. This campaign appealed to everyone. In the ad, “Always,” stated that girls’ confidence plummets after puberty. That is easy to understand. They are experiencing changes within their body and these changes can be awkward to talk about, even with their parents. Not to mention, puberty years are when bullying is at its peak. “Always,” brings this to viewers’ attention by asking participants to “______________ like a girl.” By doing so, “Always,”seperates itself from all other feminine brands by stating its a brand that stands for something, rather than just being a feminine who promotes colorful packaging and reliable protection. This fits in with Malcom Gladwell’s TED Talk of product differentiation. People don’t always know what they want, so sometimes you have to tell them what they want. “Always,” is telling the people, “we are a brand that stands for something, a brand you can trust. You want that.” This also goes along with Simon Sinek’s TED Talk about leaders. Its not about “what” you do, but “why” you do it. While other brands are busy promoting the features of their products, “Always,” tells you why they do what they do.

Advertisements