Emporia Promotes Maxima Paper Towels In New Campaign, Via Reborn

Emporia Promotes Maxima Paper Towels In New Campaign, Via Reborn

Emporia, traditionally known for their luxury toilet tissue, has released their latest product to the range, a thick 4-ply paper towel that gives maximum absorbency for a faster clean.

To gain cut through as a challenger brand in a space dominated by major players, Reborn was tasked with creating a campaign that was unconventional for the category in order to drive maximum awareness of the product.

“It’s a given that consumers understand the benefits of paper towels, however we did have the advantage of having a product that is 4-ply and we needed to deliver this message in a memorable and entertaining way.

With this in mind we came up with the strategic proposition – ‘Freedom to live life and be messy’ –  What we did was demonstrate the superior absorbency power of Maxima so that it brought a smile to the mind”, Russell Turner, strategy director at Reborn.

Based around the demand for a paper towel that offers a swift clean through great absorbency, the campaign ‘Maxima gets you out of any mess’ was created.

“The light hearted take on cleaning up a dirty situation attracts people’s curiosity and we’re hoping that viewers will be hooked on the ad from the first few seconds. Having the product name and benefit ingrained in the punch line helps to cement brand affinity and recognition.” said Ed Lucraft, business director, Reborn.

“For Maxima to stand out on the shelves, we needed to create an ad that stood amongst its competitors. Reborn has managed to deliver a campaign that showcases Maxima 4-Ply’s maximum absorbency & efficiency, while at the same time encouraging a smile when spotted on the shelf.” Emmy Lukito, Emporia Maxima marketing manager.

Emporia Maxima 4-Ply paper towels are available in Woolworths supermarkets.

CREDITS

Client: Solaris Paper

Marketing Manager: Emmy Lukito               

Creative Agency: REBORN

Agency Lead: David Easton

Business Director: Ed Lucraft

Strategy Director: Russell Turner

Director: Eran Thomson

Production Company: Chimney Group




Please login with linkedin to comment

MAXIMA Retail

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]