• by Nina Lentini  @Nina_Lentini, October 30, 2008

Procter & Gamble is touting the latest in feminine protection technology with a TV spot, print and online and is dangling technological toys in a contest co-sponsored by Seventeen magazine.

The packaged-goods giant is out with Always Infinity, a product based on Infinicel, a new material that absorbs 10 times its weight while remaining light.

A two-page Seventeen spread contains an attached insert that invites girls to text for a sample. Online sampling is available at www.always.com/index.jsp, which offers English and Spanish versions. The "Greatest Innovation Contest" invites girls to send in photos with captions describing "the life-changing innovation that you can't live without." One winner will get an MP3 player, mobile phone, a $500 American Express gift card and a year's supply of Always Infinity.

The product launched over the summer, says Ellie Off, assistant brand manager for Always North America. At Beinggirl.com, she notes, more than 350 girls and women have logged comments, almost all of them positive.

The 30-second TV spot by Leo Burnett began airing mid-October, while the print campaign in women's magazines such as Cosmopolitan and Real Simple and in People, as well as Seventeen and Cosmo Girl, is running in November issues. An advertorial is running in Woman's Day.

More than 60 patents were generated in the development of the material, the finished product and the production, per P&G.