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Whisper "Touch the Pickle" Campaign – Challenging Cultural Taboos in Menstrual Hygiene Marketing
Executive Summary In 2019, Procter & Gamble's feminine hygiene brand Whisper (marketed as Always in Western markets) launched the "Touch the Pickle" campaign in India, directly confronting a widespread cultural taboo that restricts menstruating women from touching pickles and entering kitchens. The campaign represented a strategic shift in menstrual hygiene marketing in India, moving from product-feature communication to cultural advocacy. This case examines the campaign's ap
Dec 31, 202510 min read
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