Always Tone of Voice — Empowering & Bold

Tagline: "Like A Girl"

Industry: Feminine Care

Sector: Consumer Goods

How Always Communicates

Always ties feminine-care products to empowering girls. "Like A Girl" frames the brand around reclaiming a phrase used as an insult and turning it into a badge of confidence — empowering, bold, purposeful. The voice is girl-empowering and spirited, selling more than period products: a mission to keep girls’ confidence high, famous for a campaign that challenged the way society talks down to girls and reframed doing something like a girl as a strength.

Tone Words

Always's brand voice is defined by the following tone words: Empowering, Bold.

Communication Style

Language Style: Girl-empowering
Sentence Type: Statement
Tense: Present
Expression: Imaginative

Always Brand Story

Always transformed its brand with the Like A Girl campaign, turning a phrase used as an insult into an empowering statement. The brand connects period protection to female empowerment.

Brand Message

Redefining what it means to be a girl

Brand Mission

Champion confidence in girls

Brand Positioning

Core Concept: Female Empowerment

Central Tension: Stereotype vs. Empowerment

About Always

Always is an American brand of menstrual hygiene products, including maxi pads, ultra thin pads, pantyliners, disposable underwear for night-time wear, and vaginal wipes. A sister company of Procter & Gamble, it was first invented and introduced in the United States in 1983 by Tom Osborn, a mid-level employee at Procter & Gamble, then nationally in May 1984. By the end of 1984, Always had also been introduced internationally in the United Kingdom, Canada, France, Germany, Arab world, Pakistan and Africa. Despite the Always' pads runaway international success, Procter & Gamble almost fired Tom Osborn twice in the early 1980s as he was developing this product. Always sanitary pads and other products are sold under the brand name Whisper in Japan, Singapore, India, Bangladesh, Nepal, China, South Korea, Philippines, Thailand, Hong Kong, Taiwan, Vietnam, Malaysia, Australia, Cambodia and Indonesia, Lines in Italy, Orkid in Turkey, and both Evax and Ausonia in Spain and Portugal. The 'Always' name is applicable to products sold in the US, Africa (Kenya and Nigeria primarily), Pakistan, and some European countries. Always products are manufactured in Belleville, Ontario, Canada at a 700,000...

Frequently Asked Questions About Always

What is Always's tone of voice?

Always uses a empowering, bold tone of voice. Their communication is girl-empowering, typically using statement-style sentences in the present tense. Their tagline "Like A Girl" exemplifies this voice.

How does Always communicate with customers?

Always transformed its brand with the Like A Girl campaign, turning a phrase used as an insult into an empowering statement. The brand connects period protection to female empowerment.

What is Always's brand message?

Always's core message: Redefining what it means to be a girl Their mission: Champion confidence in girls

What is Always's slogan?

Always's slogan is "Like A Girl". It carries their empowering, bold voice.

What is Always's mission?

Always's mission: Champion confidence in girls

What makes Always's brand voice unique?

Always stands out through their empowering, bold communication style. Their central brand tension, "Stereotype vs. Empowerment", shapes how they communicate across the Consumer Goods sector.

What language style does Always use?

Always uses girl-empowering language, with imaginative messaging, in statement-style sentences, using the present tense.