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Always has launched a simple, witty campaign built around the brand’s name as a promise of reliability. Featuring confident outdoor lines such as “Superior protection doesn’t do ‘sometimes’,” the campaign reinforces Always’ longstanding strength: dependable period protection when life is unpredictable. Running across static and digital placements on the London Underground, as well as social, the work uses minimal copy and the brand name to complete each message, bringing renewed focus to reliability in a competitive category.