Emporia promotes Maxima paper towels in newly launched integrated campaign via REBORN
Independent agency REBORN, has launched an integrated campaign for Emporia’s newest product to the market, Maxima 4-Ply paper towels.
Emporia, traditionally known for its luxury toilet tissue, has released its 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.
Says Russell Turner, strategy director, REBORN: “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.”
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.
Says Emmy Lukito, marketing manager, Emporia Maxima: “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.”
Client: Solaris Paper
Marketing Manager: Emmy Lukito
Creative Agency: REBORN
Agency Lead: David Easton
Strategy Director: Russell Turner
Director: Eran Thomson
Production Company: Chimney Group
12 Comments
I seriously doubt I’ll ever see this on TV. Thank god.
Same old same old, same joke that has existed since the beginning of paper towels..
Why PR this rubbish?
Why? Why? is Cray Cray.
Every single kitchen towel ad I’ve ever seen has stereotypical Mum’s in kitchens cleaning up after messy kids, or a clumsy puppy – sometimes both, and they’re always overloaded with shots of mysterious blue liquid being absorbed next to a competitors towel. These guys did something completely different, arguably brave, and it’s awesome.
Just when ads were getting so damn boring, this just made my day! Great fun!
Engagement rate of 0.0001% with 10s of thousands of forced paid views.
This is why digital agencies fail.
cringe and more cringe
@Why? Why? is Wrong Wrong and Hilarious – stop astroturfing.
Why are there no creatives listed here, I wonder?
Shouldn’t Darren Lehman stick to coaching the Australian cricket team?
This is what happens when strategists and MD’s write ads. Looks like another CD has left the building. that would be 4 in 18 months?
Watched with viery low expectations given it’s a low involvement category – and actually laughed. Memorable and fun. Job done. (Hey that rhymes – cool).
Clearly Sept 22 was a bad day to get out of bed for a lot of ad-blokes and sheilas.
To quote the gobbledock of old ‘Lighten Up’.
Oh deary dear. With staff turnover at over 100 per cent no wipe can clean up that mess….
Can’t see what all the hate’s about. Better paper towel ads? Anyone? Would particularly be interested in what the haters have done in this category. I liked it, it made me laugh and I thought, ‘how did they get that approved?’ Well done.