STRATEGY
2016 THEME: SENSORIAL WONDERLAND
We wanted a concept that introduces PurSoft tissue’s wonderful qualities of strength and softness through the eyes of the family, one that exudes a mother’s love and care for her children and the desire to give them nothing less than the best.
To demonstrate strength and softness, we created a sensorial fantasy world, a wonderland of amazing senses and touches where mother and child can bond, play and connect blissfully with total freedom. And in this wonderland, every little thing is made up of PurSoft tissues, from the little butterflies to the floating dandelion seeds that caresses and teases gently.
Key imageries for the campaign were captured with cameras placed above mother and child, who were lying flat on the floor. This allows us to defy gravity and all (the boring!) laws of nature to create a fantasy-like dreamscape.
2017 THEME: LOVE EVERY TOUCH
Having gained significant market share after the launch success of 2016, the second year saw us strengthening our brand connection with mothers. The emotional touch was elevated, and the theme “Love every touch” was coined. “Touch” on one hand referring to the tactile touches of the tissues, as well as the touch of a mother who would do anything for her child.
