Brief Explanation

This is a low involvement product -there is very little loyalty with a specific brand. Value is a strong deciding factor for the target.

The Brief

Mayflower, a local tissue brand in China, wanted to communicate its kitchen paper line’s strength and good absorption. But being a very cluttered market in China, they wanted to do something bold and engaging.

How the final design was conceived

We used liquid ingredients as medium on actual Mayflower kitchen paper -turning kitchen drips, spills and splats into 8x8” unique pieces of art. An artist’s workshop was conducted to learn about the different pigment saturations and textures of their chosen ingredients -from the thinner coffee, tea and wine, to the thicker jams, pastes, syrups, egg yolk and frosting. The ingredients used dictated the subject of each piece.

Indication of how successful the outcome was in the market

The campaign was extremely well received and created greater awareness for the brand. It also got heavy circulation on popular social networking sites like Weibo and even encouraged other restaurant chains to request for similar efforts from the brand.