Always

Per a altres significats, vegeu «Per sempre».
Infotaula d'organitzacióAlways
ProducteHigiene femenina:
Compreses
Pantiliners
Tovalloles netejadores
PropietariProcter & Gamble
PaísEstats Units
Introduït1983
Marques relacionadesWhisper (Austràlia i països d'Àsia)
Lines (Itàlia)
Orkid (Turquia)
Evax/Ausonia (Espanya i Portugal)
Tampax
MercatsArreu del món
Eslògan"Rewrite the rules, always"
Pàgina webalways.com

Always és una marca de productes d'higiene femenina produïdes per Procter & Gamble, que inclou compreses (menstruació), protectors de calces (pantyliner), i tovalloletes femenines. Fou introduït als Estats Units en proves de mercats durant la primavera de 1983, i a nivell de tot el país el maig 1984. A finals de 1984, Always també es distribuïa internacionalment al Regne Unit, Canadà, França, Alemanya, i Àfrica. Segons Rising Tide: Lessons from 165 Years of Brand Building at Procter & Gamble, Always fou "la primera marca global" de Procter & Gamble."[1]

Always es ven amb el nom Whisper al Japó, Singapur, Índia, Xina, Corea del Sud, Filipines, Tailàndia, Hong Kong, Taiwan, Vietnam, Malàisia, Austràlia, Cambodja i Indonèsia, com a Lines a Itàlia, com a Orkid a Turquia, i com a Evax i Ausonia a Espanya i Portugal. El màrqueting del producte inclou la pàgina web BeingGirl.[2][3]

Productes

De la línia de productes Always destaquen:

  • Ultra Thins
  • Maxis
  • Always Fresh Scented Pads
  • Pantyliners (també anomenats dri-liners)
  • tovalloletes femenines
  • Always Sensitive
  • Always Discreet; anteriorment Always Envive
  • Always Infinity
  • Always Platinum

El producte és fabricat a Belleville (Canadà) en una instal·lació de 700.000 m² amb un magatzem de 175.000 m² [4] La planta és una de les més grans de Procter & Gamble d'Amèrica del Nord.

Màrqueting

La campanya "Like a Girl" de Leo Burnett el 2015 va guanyar el Premi Emmy com a anunci excepcional. Lauren Greenfield el va dirigir, presentat el juny de 2014 i que aparegué durant la XLIX edició de la Super Bowl. L'anunci es plantejava la pregunta "When did doing something 'like a girl' become an insult?" (Quan fer alguna cosa "com una nena" es va convertir en un insult?)[5] Córrer, llançar o lluitar com una noia és vist per adults com a equivalent de dèbil, però per a les noies joves és una fortalesa.[5][6]

Pont de Pau, Tbilisi, Georgia

A Tbilisi, Georgia, el Pont de la Pau és conegut com l'Always Ultra Bridge per la seva semblança a un maxi-pad.[7][8]

Galeria

  • Always Platinum Pantyliner
    Always Platinum Pantyliner
  • Always dailies long
    Always dailies long
  • Discreet Pantylinner
    Discreet Pantylinner
  • Discreet Normal
    Discreet Normal
  • Always Sensitive
    Always Sensitive

Vegeu també

Referències

  1. ↑ Davis, Dyer. Rising Tide: Lessons from 165 Years of Brand Building at Procter and Gamble. Harvard Business Press, 1 maig 2004, p. 190-191,421. 
  2. ↑ Palmer, Alex «Marketers strike a balance between skeptical teens and their cautious parents». , 01-01-2011 [Consulta: 30 març 2012]. Arxivat 15 October 2014[Date mismatch] a Wayback Machine. «Còpia arxivada». Arxivat de l'original el 2014-10-15. [Consulta: 20 agost 2019].
  3. ↑ Nutter, Blaise «5 rules for marketing in niche social networks». , 31-08-2009 [Consulta: 30 març 2012]. Arxivat 6 October 2012[Date mismatch] a Wayback Machine. «Còpia arxivada». Arxivat de l'original el 2011-08-29. [Consulta: 20 agost 2019].
  4. ↑ nurun.com. «UPDATED: P&G plant in Belleville important». The Belleville Intelligencer. [Consulta: 12 octubre 2017].
  5. ↑ 5,0 5,1 Diaz «Always' Hard-Hitting 'Like a Girl' Wins 2015 Outstanding Commercial Emmy». .
  6. ↑ «Rhetorical Analysis of Always's 'Like a Girl' Advertisement», 02-10-2014.
  7. ↑ "A new look for Old Tbilisi", The Economist, OCTOBER 06, 2010 Arxivat 12 May 2014[Date mismatch] a Wayback Machine.
  8. ↑ Georgia, Armenia and Azerbaijan, Lonely Planet, p.122

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