Puffs: Power pals soar to new heights

Proctor & Gamble facial tissue brand Puffs created Power Pals, an activation to promote use in paediatric hospitals.

Executive Summary

Objective

P&G's goal for this campaign was to demonstrate the advantages of Puffs over other tissues in the most demanding of environments – pediatric hospitals, and the children in their care. The key creative insight was to engage with the children not as a passive audience, but as partners in building a personal Puffs experience. The medium of choice: Superheroes.

Influence

The brand decided to uplevel the iconic "Puffs Pals" brand characters to create a new "Puffs Power Pals" troupe – an elite group of young yet mighty superheroes whose mission is to protect little noses during cold...

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Insights Team
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