Procter& Gamble Always: "Thin" Print Ad by Leo Burnett Argentina

Advertising Agency: LEO BURNETT ARGENTINA, Buenos Aires, ARGENTINA
Date Of 1st Implementation: 07/11/2005

Fabián Bonelli Leo Burnett Argentina VP, Chief Creative Officer
Marina Caminal Leo Burnett Argentina Art Director
Federico Puricelli Leo Burnett Argentina Agency Producer
Bernardo Wisky Leo Burnett Argentina Copywriter
Valeria Atencio Leo Burnett Argentina Account Director

Communicate that the new Always feminine pads are really ultra thin.
A non conventional place was chosen to communicate this idea, dramatising the medium and the message.
Media and message worked together as a whole to dramatize how ultra thin the Always pads are. The supermarket check-out belt was ideal for meet this goal.
90% of purchases at supermarkets are made by women. Our target was exposed to the message for at least three minutes.
Investment was at supermarkets. The Always pads sales keep an upwards trend.