I hope that is big enough!
So much about the men and the need to use a condom. I think it's time we talked about women!Lets talk about sanitary towels...
While I was at Orange Academy, my group was charged with the responsibility of coming up with a Brand/creative strategy on 'Always sanitary pad' one of the products of Procter and Gamble (P&G)! We had to come up with a brand strategy which would ultmately lead to the creative. We carried out a survey to identify the motivation for the use of always sanitary pad among Nigerian women at the 'moment' and we had a tie between safety/security and self esteem.
Looking at Brand quadrants, safety and security falls under quadrant 1, while love and self esteem constitute quadrant 4. Since ALWAYS as a brand is positioned in quadrant 1 (safety and security) as reflected in most of their ads, we decided to reposition the brand by moving it from Q1 to Q4(Self esteem) using the approach-approach method. The mainstream ALWAYS brand promises 'protection' but we changed ours to 'confidence', since we have repositioned the brand and this form the basis for our creative.
We finally came up with a print ad that reads 'Wet But Confident' with a picture of a diva who is drenched, revealing her curves and giving it a sexual appeal, yet she is still going about her entertaining business in style , exuding much confidence! We adopted the same copy for other print ads under this campaign, only that the character changes on each occasion but it must reflect an active woman who is unusually wet, yet going about her business with confidence!
I decided to take a cue from that and I came up with this print ad. I will call this the 'get on the move campaign'.
Lets see what you think about this...
Your ON days
shouldn't be your OFF days!
Get on the MOVE with...
Always logo from P&G website
