Jazz Communication, alongside Headway, launched the first communication campaign for the brand Pufina, following a pitch won at the beginning of this year. Headway is PehartTec’s partner in establishing the marketing strategy and implementing the Pufina’s rebranding process.
Under the headline “Puternica si fina” (Strong and soft), the new Pufina re-launches in an enriched formula, a fresh packaging and new perfumed ranges. All of those benefits were translated in a TV spot, print and in-store and supported in social media.
If until now we’ve got used that the stars in the hygienic and cleaning products’ communication to be the housewives preoccupied by their families, in the Pufina campaign their role is taken by the men that are careful to the needs of the loved ones and are making sure to offer them the products of the best quality.
We’ve set as objectives to bring Pufina in the Romanians’ houses and we’ve understood that people want quality products, a soft, delicate and, at the same time, paper. The first step in the marketing strategy was to listen to the consumers and to improve all the products in the Pufina range (toilet paper, kitchen towels, nasal tissues and table napkins) in order to reach a high quality standards. It followed a rebranding process, new packaging, new ranges, distribution and shelf presence improvement and then the launch of the communication campaign. Through the campaign “Pufina. Puternica si Fina” we propose ourselves to rise the brand’s awareness and to position it where it deserves to, in the aria of high quality products and care for the consumers,” said Raluca Paun, Senior Partner Headway.
We’ve been starting even from 2016 a process of repositioning the Pufina brand in the segment of the superior quality paper products and we’ve wanted to address a public that appreciates and searches for quality products. The idea behind the TV spot started from the desire of showing that what is resistant can also be delicate and fastidious at the same time, as the Pufina paper is. The TV campaign captures very good the emotions lived by each one of us in the everyday life,” added Gabriel Stanciu, General Manager PehartTec.
We thought that a fluffy, delicate, perfumed, but also super resistant paper, will be appreciated not only by the ladies and the misses, but also by the fathers, lovers and even bachelors. Therefore, we had the courage to stand out from the advertising block and to show the “unseen face of the Romanian advertising spots”, that in which the gentlemen are also sensitive and careful and succeed in enjoying the fine things in life,” explained Simona Suman, Group Creative Director, Jazz.
The Jazz team was formed of: Valentin Suciu – Creative Director & Partner, Simona Suman – Group Creative Director, Andrei Stanciu – Copywriter, Alexandru Buta – Art Director, Krisztina Maier – Art Director, Georgiana Rotaru – Account Manager.
From Headway: Raluca Paun – Senior Partner.
In behalf of PehartTec: Manuela Obreja – Brand Manager Pufina, Cristian Todean – Junior Brand & Trade Marketing Manager, Mihai Pirtea – Director de Vanzari PehartTec.