ABOUT

Always was underperforming in the Orthodox sector. We were unable to justify our premium due to religious restrictions on media consumption that hindered the reach of our communication. Aiming to build equity and increase relevance of Always feminine protection products amongst this key population group we looked to solve some of the tensions a modern Jewish religious woman faces when it comes to biblical commandments related to menstruation. Israel is known for its amazing tech entrepreneurship but for modern religious women this could also sometimes become a source of immense tension when tradition clashes with their modern lifestyle. Always’ brand purpose is to build feminine confidence both as a direct function of its products as well as on a higher-level by empowering women. Our aim is to go beyond simply raising awareness to causes of uncertainty amongst women but rather focus on “action”, taking credible steps to improve women’s confidence.