Dew Gibbons + Partners

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ALWAYS COLLECTABLE TINS

Celebrating the uniqueness of women

BACKGROUND
Procter & Gamble’s femcare brand Always wanted to engage European women aged 18-35 through a limited edition collection of six tin boxes. These are used as a way to discretely carry the products whilst on the move.

CHALLENGE
We were asked to explore three territories that convey the Always brand character for the tins. The tins needed to be fashionable and desirable as collectable items, tied together through a story or visual theme that resonates with the target audience, and transcend language barriers.

BEAUTIFUL THINKING
All women are unique, and the selected route celebrates this by focusing on individual, iconic fashion statements over six decades. The most subtle of branding adorns the back of the tins, alongside the decade to which the tin refers.

RESULT
As testimony to the success of this project, we’re now looking at the next series of tins.