Procter & Gamble used its "Like a Girl" campaign to build the brand for its Always product.
http://blogs.wsj.com/cmo/2014/07/01/viral-video-of-week-an-ad-that-challenges-what-it-means-to-throw-like-a-girl/
https://www.youtube.com/watch?v=XjJQBjWYDTs
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