Never underestimate the power of a well planned marketing campaign. After the release of the “Like A Girl” commercial, Always has received an overwhelming amount of positive responses. After analyzing Ad Age’s post regarding the Always campaign, it is evident that I am not the only one that believes their marketing strategy is impeccable. The company has recognized that customer loyalty plays an influential part in their brand’s success because women generally stick with the same feminine hygiene product that they started using as a kid.
It is evident that as girls go through puberty, their self-esteem levels drop and they become less confident. Always has embraced this issue and is trying to use their brand to portray that girls can act “like a girl” and still be confident and powerful, contrary to the stereotypes that both men and women believe. I feel like Always is going above and beyond to show they care about their customers well-being and this in return gives them a greater incentive to buy their product.
After watching the “Like A Girl” commercial, I was left with goosebumps on my arms and a changed perspective towards my own confidence level. I feel as though P&G’s Always marketing strategy aligns with a concept I learned in class called product positioning. This is when a brand tries to become known in the consumers mind amongst a crowded market. That is exactly what Always is doing. They are trying to capture the attention of consumers by utilizing a relevant issue that occurs in their target market and showing that they care about their problems. I applaud Always for coming up with such a powerful message to campaign that differs from other companies.
