Always Lets Its Name Do the Talking Across London OOH

There are some brand names that copywriters would probably give a limb to get their hands on. With its latest campaign for Always, PG One | Saatchi has made the most of one hiding in plain sight.

The new work takes the period care brand’s promise of reliability and strips it back to a series of confidently simple outdoor executions, including the line: “Superior protection doesn’t do ‘sometimes’.”

It is a neat piece of copywriting that lets the brand name finish the thought. The posters are appearing across London Underground locations in both static and digital formats, with the campaign also extending into social.

Oliver Farrington, executive creative director at PG One | Saatchi, says the simplicity was designed to bring renewed focus to one of Always’ longstanding strengths.

“Always is a brand with a fantastic, rich heritage. But it’s also up against competitors old and new. We wanted to showcase our core point of difference - reliability - with a dose of simplicity, confidence and wit. Conveniently all encapsulated in the brand name.”

For P&G brand director Nicole Hallak, that reliability goes beyond a straightforward product claim.

“At Always, reliability isn’t just a product benefit, it’s our promise. This campaign captures that promise in its simplest form, reminding women that when life is unpredictable, their period protection shouldn’t be. We’re proud of how creatively the work brings that message to life.”

The campaign was created by Glenn Smith and Aimee Marshall, with Farrington serving as executive creative director.