Always (brand)

Always sells sanitary protection products like sanitary pads, tampons, and pantyliners across its markets. It sells them under the brand names of Whisper, Lines, Orkid, Evax, and Ausonia.[4][5] In some countries like Cambodia and Kenya, it sells only sanitary pads and pantyliners.

In June 2020, Always launched a bold new campaign against the backdrop of the global pandemic and national lockdowns. “The New Brave” is a movement that honoured the resilience of women around the world during – facing the challenges of the new world with courage and determination. The campaign highlighted the self-empowerment of women during the pandemic, including those fighting isolation at home, not seeing family for long periods of time, managing remote work and school, teaching and learning with children and adapting to a new definition.

The "Like a Girl" campaign, which was released worldwide with more focus on US and African markets, from Leo Burnett won the 2015 Emmy Award for outstanding commercial. Lauren Greenfield directed the spot, which debuted in June 2014 and aired during Super Bowl XLIX. The commercial asked the question "When did doing something 'like a girl' become an insult?"[6] Running, throwing, or fighting like a girl are seen by adults as equivalent to weak, but by young girls as strong.[6][7]

The school program run by Whisper (in India) has helped teach young girls about female hygiene in a country where menstruation is still a big taboo.[8][9] Always has also undertaken similar programs in Kenya, Nigeria, and other parts of Africa to raise awareness about menstruation, celebrate Menstrual Hygiene Day, and provide easy access to sanitary products to schoolgirls.[10][11]

The 'Always Keeping Girls in School' program undertaken by Always Africa is an ongoing attempt by the brand to raise awareness about menstruation and period poverty in the region. In Kenya, where Always sells sanitary pads (blue and pink variant) and pantyliners, this program has helped thousands of schoolgoing teenage girls learn about period and menstrual hygiene. Always Kenya also routinely distributes sanitary pads and other menstrual products to schoolgirls to motivate them to use hygienic sanitary napkins instead of cloth and tissue papers. This is done via P&G's FemCare unit, which is responsible for the safe production of sanitary pads and tampons.[12]

Educational marketing for the product includes the company's BeingGirl website. This program was also shared in Kenya and other African nations via Always Africa's official social platforms.[13][14]

In 2018, Always ran a campaign called End Period Poverty, which would donate one pad to a person in need for every package sold. This campaign primarily ran in African countries like Kenya to raise awareness about period poverty and menstrual health.[15]

In 2019, the brand removed the female symbol from their marketing.[16]

In 2020, the brand claimed that 60% of women wore the wrong size pad, and built a campaign around this idea.[17]

In 2019, Kenyan activist and politician Scheaffer Okore started #MyAlwaysExperience (a trend on Twitter) to share the concerns of Kenyan consumers of the Always Kenya brand. Okore highlighted the need for gentler skin products (sanitary pads, pantyliners, tampons) to be made available in African markets. Following this, the Always Kenya brand team hosted a series of meetings with consumers to better understand the needs of Kenyan women. This led to the launch of #GenerationOfChange[18] – a campaign that celebrated women who speak up and mobilise. Always Kenya also introduced two new innovations designed for maximum skin comfort - New Always Feather Soft pads (Kenya) and New Always Pure Organic Top Sheet (South Africa). These two were in addition to the existing portfolio of Always sanitary pads that the brand has in Kenya and South Africa. Through the campaign, Always Kenya also reinforced the idea of the rigorous process that goes behind the manufacturing of its blue and pink pads in the region.[19][20][21][22] The campaign's message - “You spoke, we listened, we improved” acknowledged the positive role that dialogue plays in product innovation.

In the UK, the price of branded products such as Always pads were a subject of the End Period Poverty Task-Force in Westminster. P&G was a member of the task force.[23]

Always has been running its 'Keeping Girls in School Program' in South Africa, Kenya, Uganda, and India for many years. In 2020, recognizing their girls are disproportionately impacted by the pandemic; Whisper established a mobile education program called “Whisper MobileShaala” to Keep Girls in School even when at home. MobileShaala provides underprivileged girls in India access to school through web-based learning including subjects like Science, Geography, English, Mathematics and Puberty Education in 6 Indian languages.

In 2020 and 2021 Always campaign #EndPeriodPoverty was done in Estonia, Latvia and Lithuania, where for each purchase from the store the company donated hygiene products to girls in need.

Bridge of Peace, Tbilisi, Georgia

In Tbilisi, Georgia the Bridge of Peace is nicknamed the Always Ultra Bridge for its resemblance to the maxi-pad.[24][25]

• 
  Always ultra pads
• 
  Different sizes of Always pads
• 
  Always Platinum pantyliner
• 
  Always Dailies long pad
• 
  Discreet pantyliner
• 
  Discreet Normal - Always (Africa) pads
• 
  Always Platinum sanitary pad
• 
  Always Sensitive sanitary pad
• 
  Always Platinum pad

• Menstrual cycle
• Tampax
• Menstrual hygiene management

• Official website
• Always Africa