#ShareItWithSomeone
Problem/Challenge:
Always has faced criticism for its packaging, price, and non-toxic claims, along with its "Have a happy period" messaging, which many women find inauthentic. The threat of substitution is high due to strong competitors offering alternatives
Insight:
Women don’t need to fake a happy period. They need a product that actually supports them—period.
Idea:
#ShareItWithSomeone highlights the word ‘PERIOD’ to challenge taboos, start real conversations, and reinforce the transparency of Always PURE.
creative role: copy, ideation
art director: komal pawer