01-07-2025
Always and Noon Minutes partner to deliver peace of mind in 15 minutes
Always has launched a new campaign that addresses a persistent but often unspoken challenge for women: disrupted sleep during their period due to fears of leakage. Developed by Leo Burnett Beirut, the campaign puts a spotlight on the brand's Night XXL pads – and introduces a real-time solution through a first-time partnership with fast delivery app Noon Minutes.
The campaign is built on insight drawn from the region: more than 75 per cent of women in the GCC wake up during the night to change their pad, fearing leaks. Always aims to change that experience with the reintroduction of its Night XXL pad, that provides a softer experience, extended coverage and enhanced absorbency.
'At Always, we believe every woman deserves uninterrupted sleep – even on her toughest nights,' said Lana Baaklini, Senior Director Feminine Care APL. 'That's why we created Always Night XXL, and partnered with Noon Minutes to make sure it's there exactly when she needs it.'
This idea – that physical comfort and emotional confidence go hand in hand – informed both the creative direction and the brand partnership. The result is a campaign that doesn't just promote a product, but actively works to meet women at the moment they need support.
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'We're not just delivering products – we're delivering peace of mind,' said Maha Faraz, Manager Commercial Project at Noon Minutes. 'When you need something urgently, especially at night, waiting isn't an option. That's why this partnership with Always matters – it's about showing up when it counts.'
The collaboration allows women in the UAE to receive period care essentials – including Always Night XXL – within 15 minutes, 24/7. The quick delivery support reinforces the core promise of the product: peace of mind, exactly when needed.
'This campaign was born from a deeply resonant truth – one that countless women experience every month but rarely speak about,' said Leo Burnett's Lana Khayat. 'By grounding our approach in real human insight and practical value, we created something that doesn't just connect emotionally – it delivers when it matters most. It's a clear example of how purposeful creativity can drive both relevance and impact.'
The campaign launched with a social-first rollout, led by short-form content on Instagram. Influencer Nora Achmaoui (@noriyanori) was tapped as the face of the campaign, bringing relatability and emotional nuance to the work, and opening up dialogue around nighttime anxiety and period care.
The social media-focused campaign continues to run across digital platforms.
