The idea of everyday household cleaning does not need to be humdrum. Having worked with the Cottonsoft team in relaunching Tuffy paper towels with bold, refreshed packaging, social media content and a nationwide TVC, we carried the positive vibes and can-do attitude through to the launch and ongoing promotion of Tuffy’s new XL cleaning wipes. Their unique selling proposition is big enough to tackle the big messes that will be too much for the humble paper towel version. Being the biggest towel of its type in the market, our digital strategy uses oversized typography, short sharp statements, a simple two-tone colour palette and big hero packaging.
As this product offering is still a maturing market segment in New Zealand, we created relatable digital checklists and smartphone-style notifications, which are used as visual short-hand prompts for scenarios where the towels come in useful. These are then overlaid on everyday images to reinforce the messaging.
Social media and OOH were launched to support retail stores new packaging launch.