Tagged with: Ad campaign

05 March 2009
"Dear Always.

I can always count on your pads - their performance is always very predictable. They WILL leak, no matter how frequently I change them. They will always cause me embarassment and for some reason they will always be the only brand available at my local supermarket.

I can only assume that your marketing department consists entirely of men. Otherwise, it must be irony that you promise 'A Happy Period'. I have been in the country for two years now and due to your product's incredible fail rate, I can honestly say that even my very first ever period wasn't this miserable.

This month, I have had to soak all my bed clothes, the matress protector, today's outfit, my couch cover and my boyfriends pyjamas in our bath thanks to your incompetent designers.

You probably get a lot of hate mail, so I'd imagine you will forget this in a moment, but I had to write to tell you that I have found an internet source for another brand today.

You suck.

Sincerely,
Kim."
"Dear Always.

I can always count on your pads - their performance is always very predictable. They WILL leak, no matter how frequently I change them. They will always cause me embarassment and for some reason they will always be the only brand available at my local supermarket.

I can only assume that your marketing department consists entirely of men. Otherwise, it must be irony that you promise 'A Happy Period'. I have been in the country for two years now and due to your product's incredible fail rate, I can honestly say that even my very first ever period wasn't this miserable.

This month, I have had to soak all my bed clothes, the matress protector, today's outfit, my couch cover and my boyfriends pyjamas in our bath thanks to your incompetent designers.

You probably get a lot of hate mail, so I'd imagine you will forget this in a moment, but I had to write to tell you that I have found an internet source for another brand today.

You suck.

Sincerely,
Kim."
Danai:

Hi Kim!

 

I am sorry to learn that you've been disappointed with our product and am sending a voucher to reimburse you for your purchase.

 

As I am sure you will know, with Always it is important to make sure the most suitable type and size is being used. If you are experiencing leakage at the sides you might like to try the Always Plus - they have wings developed to deal with this problem.

 

I'm sorry that you dislike our Always advertising campaign.  We know how uncomfortable periods can be and that is something that definitely does not make you happy. We understand that some women really dread that time of the month and the emotional rollercoaster of their periods, but we do not tell them what to do about it either. We sympathize with everybody who suffers during that time and hope they can find their own individual way to make it better for them. And that is what we want to encourage them to do with this campaign.

 

Whether women have a positive or negative attitude towards it can be very much because of how their mother, sister or friends talked to them.  When we talk about periods, we want to get a positive message out. We are breaking a taboo by talking about periods in this positive way. But we think it is right and Always has always been a taboo breaker. We believe that with our advertising we have over the years contributed to the fact that women today can talk more freely about periods than ever and also live them more positively.

 

I hope this explains our position but I will certainly share your comments with our Advertising department and agency.

 

Best regards,

 

Danai

19 February 2009
"I beg of you (and i'm pretty sure i speak for many), remove that stupid slogan about Having a happy period. Everytime i'm unlucky enough to see it on TV, i fee l like throwing something at it (and that's at any time of the month). I'm surprised you haven't been sued for a few broken TVs, yet.
Obviously a man's idea. I'm pretty sure you've lost more faithful customers than you've gained by this stupid idea. I used to like your brand, but now it just make me cringe. I thought you might like some constructive feedback, and if you found this comment abusive (not meant to be), then you know how normal women feel when they see your slogan."
"I beg of you (and i'm pretty sure i speak for many), remove that stupid slogan about Having a happy period. Everytime i'm unlucky enough to see it on TV, i fee l like throwing something at it (and that's at any time of the month). I'm surprised you haven't been sued for a few broken TVs, yet.
Obviously a man's idea. I'm pretty sure you've lost more faithful customers than you've gained by this stupid idea. I used to like your brand, but now it just make me cringe. I thought you might like some constructive feedback, and if you found this comment abusive (not meant to be), then you know how normal women feel when they see your slogan."
Danai:

Hi Sylviane!

I'm sorry that you feel this way about our Always advertising campaign.  Let me assure you that I know how uncomfortable periods can be and that is something that definitely does not make you happy… After all, I am a woman too!

Here at Always, we understand that some women really dread that time of the month and the emotional rollercoaster of their periods. In fact, what we are trying to do is to encourage even the women that do suffer during their period to find a way to make them better for them.

Personally, I find it comforting that someone tells me it is ok to eat a whole chocolate when I have my period, if that is what will make me just a bit happier… or whatever else will give me comfort. But I will certainly share your comments with our Advertising department and agency.

 

Best regards,

 Danai

 

26 January 2009
"what a load of condescending, patronising bullshit!!!
this ad campaign about happy BLOODY periods has obviously been written by a man. as any woman knows periods are crap!
yes its a sign of your womanhood...all the more reason to acknowledge how painful physically and emotionally they are.

yours in pain

carys"
"what a load of condescending, patronising bullshit!!!
this ad campaign about happy BLOODY periods has obviously been written by a man. as any woman knows periods are crap!
yes its a sign of your womanhood...all the more reason to acknowledge how painful physically and emotionally they are.

yours in pain

carys"
Danai:

HI Carys!

Thank you for your email! I am really sorry to hear that your thoughts on our new advertising campaign are this negative.

What I would like to try and explain is that actually, we do know that periods can be very uncomfortable, and that is something that definitely does not make any of us happy.

In fact, I talk to a lot of women daily, and I know that some women really dread that time of the month and the emotional rollercoaster of their periods. So, what we are trying to do is to encourage even the women that do suffer during their period to find a way to make them better for them. Personally I find this to be comforting and empowering, and that feeling is shared by other women out there too. But I am sorry this is not the case for you.

I really hope this better explains the intention of our new campaign! But I will certainly share your comments with our Advertising department and agency.

Best regards,

 

Danai

18 September 2008
"I really liked the advert and have just started using your towels. They are the perfect shape for my body and I especially like the wings as there is no chance of a leak!"
"I really liked the advert and have just started using your towels. They are the perfect shape for my body and I especially like the wings as there is no chance of a leak!"
Danai:

Hi There, Thanks for contacting the Always Team, we love to hear from you and appreciate you taking the time to let us know your thoughts.

Please feel free to e-mail me again if you need any help or simply want to let us know your views.  we know we might not have the answer to everything, but we'll do whatever we possibly can to help you have a happier period.

With Best wishes

Danai

"Have a happy period. always"

For further information on periods, products, health and lifestyle, please check out our Always website

http://www.always-info.co.uk/index.html

13 September 2008
"I think the ad's are brill I really like them,  they made me want to go and buy some ALWAYS products. It wasn't to 'in your face' with the PERIOD thing, they're really really good - keep it up always! "
"I think the ad's are brill I really like them,  they made me want to go and buy some ALWAYS products. It wasn't to 'in your face' with the PERIOD thing, they're really really good - keep it up always! "
Danai:

Thanks for contacting the Always Team, we love to hear from you.

Best wishes

Danai

11 September 2008
"Just wanted to say I love your new TV ad. It feels much more in tune with my experience of periods - not always easy, but a sign my body's healthy and working in tune with its natural cycle. It's pretty and soothing to watch too."
"Just wanted to say I love your new TV ad. It feels much more in tune with my experience of periods - not always easy, but a sign my body's healthy and working in tune with its natural cycle. It's pretty and soothing to watch too."
Danai:

Thanks for getting in touch. We’re so pleased you like the new campaign and we really appreciate you taking the time to let us know. 

With best wishes, Danai

If you've got a specific question, a great idea for making every day happier (yes, including those ones), or would simply like a chat, send us a quick message. We'll do our best to send a personal reply within two working days.
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