Procter & Gamble

Kevin Crociata, Associate Mktg. Dir.
Ilonka Laviz, Brand Mgr.
Ken Burkeen, Brand Mgr.
Eduardo Souchon, Assistant Brand Mgr.
Melanie Healey, President/Global FemCare
Gale Fogg, North America Global Mktg. Dir.
Sharon Cunliffe, Advertising Development Dir.
Mary Nelson, Advertising Development Dir.

Leo Burnett USA *Lead Agency

Cindy Blikre, SVP/Account Dir.
Julia Melle, SVP/Creative Dir.
Nic Fantl, VP/Creative Dir.
Jennifer Boots, Account Supervisor
Melanie McCord, Account Supervisor
Patti Gregoline, SVP/Executive Creative Dir.
Nica Pellizzari, Global FemCare Leader

Starcom MediaVest Group

Lisa Richert, Global Communications Strategy Dir.
Colleen Ronan, Consumer Strategy Supervisor

In a declining category fraught with blue goo demonstrations, functional product claims and increased competition, Always needed to break through the marketing mold and reinvigorate the brand to lure in competitive users and reframe the way women view their periods. Born from the consumer insight that periods don't have to suck, the Have a happy periodcampaign highlights the role that Always' products and women themselves can play in making their periods happier - whether it be using a better product or eating all the chocolate she wants. In the first year of the launch, Always share grew from 49.4% to 54.1% to achieve the most profitable year in Always history.