P&G unwraps trio of products in Always line

Neff, Jack
February 2000
Advertising Age;2/28/2000, Vol. 71 Issue 9, p16
Trade Publication
This article reports on the rollout of Always Clean & Dry Ultra feminine pads, Always wipes and Always multipack by Procter & Gamble Co. (P&G) in March 2000. Television and print advertisements from D'Arcy Masius Benton & Bowles, break in mid-March for all three products, which began shipping to retailers earlier in February 2000. Clean & Dry offers a softer quilted lining and improved absorbency in Always' thin Ultra line. Always Wipes address concerns expressed by 80 percent of female consumers who want to feel more clean and fresh. The launches come as the once high-flying Always brand sees its market share erode for the first time in more than six years to date. From 1994 to 1998, Always' share grew, allowing P&G to leapfrog K-C for category leadership.


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