Emporia, traditionally known for its luxury toilet tissue, has released its latest product to the range, a thick 4-ply paper towel that giv...
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 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
Client: Solaris Paper
Marketing Manager: Emmy Lukito
Creative Agency: REBORN
Agency Lead: David Easton
Strategy Director: Russell Turner
Director: Eran Thomson
Production Company: Chimney Group