Project Name
KAO Laurier F Series Rebranding
ABOUT THIS PROJECT
KAO Laurier F Series Rebranding
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OVERVIEW
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Laurier F Series – しあわせ素肌 is one of the key product ranges within the Laurier lineup in Hong Kong. As packaging and technologies are being redesigned and upgraded, it’s also an opportune time to refresh the target audience's perception of the core product feature – its soft and airy feel.
Project Details
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OVERVIEW
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Laurier F Series – しあわせ素肌 is one of the key product ranges within the Laurier lineup in Hong Kong. As packaging and technologies are being redesigned and upgraded, it’s also an opportune time to refresh the target audience's perception of the core product feature – its soft and airy feel.
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Challenge & Opportunity
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The product occupies a higher price range within its category, necessitating that the creative presentation has a premium feel to justify the value provided to consumers. This creates an opportunity to communicate the unique benefits of the product effectively.
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Solution
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The creative strategy aimed to visualize and convey a single-minded message about the product – the airy feeling experienced during use. A comprehensive 360-degree campaign was developed, incorporating television commercials (TVC), digital videos, out-of-home (OOH) advertising, and social media engagement for the rebranding launch. Additionally, the planning phase considered a night-type sanitary napkin range, which was integrated into the overall concept and final outputs.