Always launch

Client: P&G

The Challenge

  • P&G had never launched its sanitary brand Always at a public function in Kenya and wanted a concept for a cultural acceptable event to launch the new Always with Four Wings in the Kenyan market

The Positioning

  • ACL designed a launch around P&G prime prospects for the product at the University of Nairobi. Launch was tied round a talk by a Gyna and expert on menstruation issues girls face

The Strategies

  • Identified the right influencers to talk on the menstruation issue during the event gynacologist and Federation of Women Educationalists

The Results

  • Roped in participation of key media houses
  • Key influencer partners participated during the launch event
  • A total of 12 print media stories - all with key message – and a leading newspaper ran a competition for girls for four weeks around the issues raised by the gyna at the event


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