This Is Not Your Mother’s P&G

New Spots for Always Show Men in Kilts, Not Women and Product
NEW YORK–Procter & Gamble is launching a $50 million TV campaign this week for Always sanitary napkins that marks a bold departure for the category and a notable creative stretch for the famously conservative packaged-goods client.
The three-spot TV campaign by D’Arcy Masius Benton & Bowles, here, is remarkable in that it does not feature any women or the product; only young, buff men in offbeat and humorous situations.
Two of the 30-second commercials introduce Always Ultra quilted maxipads. The first shows a group of good-looking guys in kilts dancing to funky techno music as the female voiceover says: “Hey, guys. Guys. Stop! It’s the new quilted pad from Always. Quilted, not kilted.” The guys’ expressions turn quizzical as they try to stop a gust of wind from lifting their kilts. The tagline is: “Being a girl just got better.”
To tout Always Ultra’s “superior protection,” another spot shows apparently naked men marching in tall grass, wearing helmets and guns. A third shows a group of men, dressed in skintight outfits, making a human pyramid to show the various sizes in the new Always Multipax. “I was so excited to see new and different work,” said Andy Abraham, North American marketing director for Always. “[Consumers] were tired of seeing women on sailboats out in the deep blue sea wearing white pants.”
A commercial in the previous campaign showed a female photographer chasing members of a wedding party on a beach and was tagged, “Cleaner. Drier. Always. Better protection.”
“We weren’t trying to do something radically different,” said Graham Woodall, executive creative director at D’Arcy. “Just something relevant to our target consumer” of 18- to 22-year-old women. He added that the group is influenced by fashion ads with handsome men.
Despite a one-point dip last year, Always has long dominated the $1 billion category, with a 39 percent market share in the 52 weeks ending Jan. 30. Kimberly-Clark Corp.’s Kotex is No. 2, followed by Johnson & Johnson’s Stayfree. K