Campaign (VCU Brandcenter)
When we started work on Puffs, we assumed our main competition would be Kleenex or store-brand tissues. Instead, research uncovered that between the ages of 18-34 the biggest competitor was toilet paper. That is to say people were using a paper made for wiping your butt, to wipe their nose.
Knowing this, we chose to create a campaign shaming people away from using toilet paper on their face by rebranding it as "butt paper".
30-second TV spot
and a 15-second.
Then we redesigned the box to make the purpose of tissues more clear.
And built an OOH game asking people to correctly identify which products were made for your face and which were made for your butt.