BEAR HONEY

TitleBEAR HONEY
BrandPREMIER TISSUES
Product / ServiceKITCHEN TISSUE ROLLS
CategoryA01. Posters
EntrantMcCANN WORLDGROUP INDIA Mumbai, INDIA
Entrant Company McCANN WORLDGROUP INDIA Mumbai, INDIA
Advertising Agency McCANN WORLDGROUP INDIA Mumbai, INDIA
Production Company REMIX STUDIO BANGKOK Bangkok, THAILAND

Credits

Name Company Position
Prasoon Joshi Mccann Worldgroup National Creative Director
Prateek Bhardwaj Mccann Worldgroup National Creative Director
Kapil Batra Mccann Worldgroup Executive Creative Director
Prashant Sharma Mccann Worldgroup Creative Director
Ashish Nath Mccann Worldgroup Copywriter
Suparv Chotmarada Mccann Worldgroup Copywriter
Prashant Sharma Mccann Worldgroup Art Director
Ayushi Rastogi Mccann Worldgroup Visualiser
Bhakti Malik Mccann Worldgroup Account Planner

Brief Explanation

In India, people still prefer to use old rags or cloths to clean their kitchen spills. This is not only unsanitary but also unhygienic. The masses believe that cloth is far more absorbent than tissues, which is untrue.

The Brief

Premier Kitchen Tissues are a brand of high quality kitchen towels. They wanted to launch their new range of kitchen tissues, which were 40% more absorbent than any other tissue in the market.

How the final design was conceived

To highlight the super absorbent benefit, we created a campaign that consisted of animal origami figures next to liquid spills in kitchens. The idea behind it being that Premier Kitchen Tissues clean up spills just like the animal would lick them clean.

Indication of how successful the outcome was in the market

The campaign was highly successful. Not only did we manage to help Premier Kitchen Tissues get noticed in a relatively dead market, we also managed to make kitchen tissues a household feature. Apart from that, sales saw a rise of 12%.