There’s A Reason We’re Not Called Sometimes

Agency: Saatchi & Saatchi

The Brief: Win women back from cheaper own-label pads by proving Always is worth paying more for.

What We Did: Created a bold, copy-led digital and OOH campaign that launched a fictional sanitary pad brand called ‘Sometimes’, using it to turn the Always name into a memorable promise of consistently reliable protection: “There’s a reason we’re not called Sometimes.”