always

The Challenge

Illustrate how the Always Infinity pad is superior to its competitors.

The Insight

Only 36% of women believe their pad brand is reliable. (Mintel, 2017)

…unreliable pads add fuel to the fire during periods.

Idea: Infinicel Inferno Girls

Always Infinity 3.0 believes that their Infinicel foam extinguishes raging behavior by being reliable.

Execution

Emphasize how the Infinity pad combats the uncertainty of constant leakage. Behold, Infinicel For Inferno Girls. We will tell the story of two besties that about once a month start becoming tense with each other as fumes slowly spew from their bodies. The catchphrase “Oh, we’re syncing! Oh, we’re syncing!” is when they realize their simultaneous periods have them – quite literally – fuming at each other. Fumes no more because the Infinity Foam fire extinguisher will eliminate this raging behavior.

Moodboard