May Flower: Art of absorption

This case study describes how May Flower, a toilet paper brand, used Chinese ink brush painting to reinvigorate its brand image by demonstrating the exceptional absorption qualities and the key product benefit of 'high wet strength'.

May Flower: Art of absorption

Company: Publicis Betterway ChinaCountry: ChinaCategory: Brand Building/Awareness and Product Launch or Re Launch

Campaign summary

The "Art of Absorption" campaign reinvigorates the May Flower brand image, by using Chinese Ink Brush Painting we demonstrate the exceptional absorption qualities of May Flower toilet paper and it's key product benefit of 'High Wet Strength'. The message was delivered through the 'The Calligrapher Masterpiece Exhibition' and 'The Great Miracle by Rolls' a Guinness World's Record Challenge – Whereby we created an event that hundreds of people painted on our toilet paper, we then...

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