Project Name
KAO LAURIER Feather Touch Launch Campaign
ABOUT THIS PROJECT
KAO LAURIER Feather Touch Launch Campaign
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OVERVIEW
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Feather Touch is the new sub-brand of sanitary napkins from Laurier, designed to emphasize one core benefit – smoothness. This launch campaign aims to create awareness for this new sub-brand and its unique attributes.
Project Details
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OVERVIEW
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Feather Touch is the new sub-brand of sanitary napkins from Laurier, designed to emphasize one core benefit – smoothness. This launch campaign aims to create awareness for this new sub-brand and its unique attributes.
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Challenge & Opportunity
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The sanitary napkin market is highly competitive, with numerous variants available from different brands. To succeed, clear differentiation is essential for this new sub-brand to stand out in the crowded marketplace.
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Solution
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Leveraging the technology behind the new top sheet, we developed thematic videos and key visuals (KV) to showcase the smoothness of the napkin. This was achieved by associating the product with a soft and smooth “silk-like” fabric and highlighting its frictionless feel on human skin.