Mayflower: Art of Absorption
Campaign details
Brand Owner: MayflowerAgency: Publicis ShanghaiBrand: MayflowerCountry: ChinaIndustry: Household & DomesticChannels Used: Live Event, PR, viral, word-of-mouth
Executive Summary
A late entry into a category whose ads tended to focus on product benefits, Mayflower broke with convention and got attention via a live event that demonstrated the toilet paper brand in an imaginative way. A calligrapher painted directly onto rolls of the toilet paper, an event that achieved mass PR coverage – and even influenced Mayflower's packaging.
Campaign background
Mayflower, a toilet paper brand...