Always turns pad technology into a Saudi cooling fashion line

Always needed to launch Cool & Dry pads in Saudi Arabia, where periods were a taboo topic and the brand felt older than Gen Z.

Make the pad's cooling benefit visible by turning its material into clothes and accessories for Saudi heat.

With designer Nasiba Hafiz, Always launched a fashion collection using the pad's cooling material, including clothes, car-seat covers, driving gloves and biking shorts, then promoted it through social and pop-ups.

Caples reported 18 million Gen Z reached, 32.4 million views, 80% higher purchase intent and sales growing 111 times faster during the campaign period.

Always had a useful product feature, but a difficult communication problem: talk about pad comfort to young Saudi women in a market where period discussion often stayed private.

Leo Burnett Beirut and designer Nasiba Hafiz treated the Cool & Dry pad's heat-repellent material as fashion fabric. The resulting Not Hot Periodwear line included visible clothing and accessories designed for Saudi summer conditions.

The move changed the demo. Instead of saying the pad was cool and dry, the brand let the same material cool other everyday surfaces and garments, making a taboo product benefit public, stylish and shareable.

Caples reported 18 million Gen Z reached, 32.4 million views, 100% positive sentiment, 80% higher purchase intent and sales growing 111 times faster. Dubai Lynx awarded it the 2023 Design Grand Prix.

It makes a hidden hygiene benefit visible without making the audience feel exposed.

The fashion collaboration gives the product a youth-coded context.

The design idea is anchored in a local physical problem: heat, clothing and mobility in Saudi Arabia.

A product feature becomes easier to believe when people can see it scaled into a cultural object, not just hear it described.

The campaign won the Dubai Lynx 2023 Design Grand Prix and continued into award circuits such as Caples, where the case documented its reach, sentiment and purchase-intent lift.