Always has launched a new campaign that addresses a persistent but often unspoken challenge for women: disrupted sleep during their period due to fears of leakage. Developed by Leo Burnett Beirut, the campaign puts a spotlight on the brand’s Night XXL pads – and introduces a real-time solution through a first-time partnership with fast delivery app Noon Minutes.
The campaign is built on insight drawn from the region: more than 75 per cent of women in the GCC wake up during the night to change their pad, fearing leaks. Always aims to change that experience with the reintroduction of its Night XXL pad, that provides a softer experience, extended coverage and enhanced absorbency.
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