Emporia, traditionally known for its luxury toilet tissue, has released its latest product to the range, a thick 4-ply paper towel that gives maximum absorbency for a faster clean.
To gain cut through as a challenger brand in a space dominated by major players, REBORN was tasked with creating a campaign that was unconventional for the category in order to drive maximum awareness of the product.
Says Russell Turner, strategy director, REBORN: "It's a given that consumers understand the benefits of paper towels, however we did have the advantage of having a product that is 4-ply and we needed to deliver this message in a memorable and entertaining way.
"With this in mind we came up with the strategic proposition — 'Freedom to live life and be messy' — What we did was demonstrate the superior absorbency power of Maxima so that it brought a smile to the mind."
Based around the demand for a paper towel that offers a swift clean through great absorbency, the campaign 'Maxima gets you out of any mess' was created.
Says Ed Lucraft, business director, REBORN: "The light hearted take on cleaning up a dirty situation attracts people's curiosity and we're hoping that viewers will be hooked on the ad from the first few seconds. Having the product name and benefit ingrained in the punch line helps to cement brand affinity and recognition."
Says Emmy Lukito, marketing manager, Emporia Maxima: "For Maxima to stand out on the shelves, we needed to create an ad that stood amongst its competitors. REBORN has managed to deliver a campaign that showcases Maxima 4-Ply's maximum absorbency & efficiency, while at the same time encouraging a smile when spotted on the shelf." via: Little Black Book
The Credits:
Client: Solaris Paper
Marketing Manager: Emmy Lukito
Creative Agency: REBORN
Agency Lead: David Easton
Business Director: Ed Lucraft
Strategy Director: Russell Turner
Director: Eran Thomson
Production Company: Chimney Group