Fashion Exclusive: Tissues hit center stage this Fall/Winter
Brand owner: Vinda International Holding Ltd.
Lead agency: OMD China
Industry Toilet paper, kitchen towel
Media: Integrated, Internet - display, Internet - general, Internet - microsites, Magazines - consumer, Packaging & design, Product sampling, Social media, Sponsorship - media, Word of mouth, advocacy
Budget: Up to 500k
Who cares about an unknown tissue brand in China? This was the challenge faced by Tempo, a foreign-made premium tissue brand that costs twice as much as its popular local competitors.
With only a tenth of the media budget of top local players, Tempo had to compete on a completely different playing field. Tempo needed to create a new space where it could be noticed by the women in China. It was not about advertising Tempo, but changing these women's mindsets into seeing Tempo as a brand they value. Approaching the issue from a consumer's point of view, Tempo designed a media strategy that positioned its product not as a tissue brand, but a fashion brand.