In 2015, Always - a reputable feminine hygiene brand owned by P&G, successfully launched a communication campaign called “Always #LikeAGirl”. The campaign has achieved popular success to strengthen the brand attribute of “being confident” and increase brand awareness among potential customers. The challenges Having been internationally active on the market for more than 30 years, Always was considered a “mature” brand and losing its competitiveness over rival brands. Meanwhil