Proctor & Gamble (P&G) has rebranded Always Soft & Fit as Always Sensitive, to promote the product’s comfort and launch a modern new look to appeal to the brand’s young, female audience.

The new identity emphasises Always Sensitive’s qualities such as its extra soft non-woven topsheet, soothing lotion and protection reassurance. 

Always Sensitive is available now (RRP £1.55 for standard packs) in the following variants: normal 16ct, normal wings 14ct, long wings 12ct, night 10ct.

An above the line marketing campaign will support the launch, targeted at women aged 16-24 years and includes YouTube, Facebook and Instagram advertising up until November 2016, before extending to national TV spots during the first three months of 2017. 

To engage with the product’s key demographic, who are prolific users of the internet and social media, mobile adverts will also run on the devices of consumers in the vicinity of live in-store activations. 

Ania Bielecka, communications manager femcare at P&G, said: “We’re really excited to be executing a campaign so closely linked to the everyday online habits of our target audience. Their high usage of social media means our partnership with YouTube, Facebook and Instagram is a natural fit for the brand. We recommend retailers take advantage of the new POS available to increase overall category sales, as we expect to see a spike in awareness due to the extensive reach of our cross-platform marketing campaign.”