Pufina - Strong and Soft

Information

Campaign: Strong and Soft
Brand: Pufina
Client: Pehart Tec Grup
Submitted by: Jazz Communication

Background/Objectives
Strategy
Results

Background/objectives:

Despite being a low involvement category, a „bare necessity”, the toilet paper market was dominated by a premium brand, Zewa. Pufina, on the 5th place in value MS, picked up on the positive market dynamic YOY and on the consumer preference for premium quality brands and decided to upgrade to the superior quality segment with a 2 years’ repositioning process, next to Zewa and Milde. As the first year was dedicated on upgrading the product and its distribution, 2018 was the big test for Pufina’s communication.

Strategy:

PUFINA: FROM ZERO TO HERO, IN TWO YEARS

In 2017 Pufina started a re-branding project improving its quality in product, packaging and distribution.
2018 was the year when communication had to prove its worth and accelerate the growth.
The qualitative research revealed what Romanian women expected from the ideal toilet paper: to be an “iron hand in a velvet glove”, a balance between the strength of the paper and the soft touch to the skin. Being part of a modern family meant they were not afraid to see the strength and importance of the soft, vulnerable moments. So Pufina focused the communication on Stong & Soft paper ”puternica si fina”, for the strong ones who also appreciate the soft things in life.

Results:

In 2018 Pufina was leaving the 5th position in the mainstream toilet paper market, becoming the no. 2 brand in market share and the direct alternative to the premium brand Zewa. All KPIs targeted were more than achieved: spontaneous awareness more than doubled, “most used brand” almost tripled and brand attributes (‘superior quality’, ‘fits my needs’) more than doubled.

TV

Point of Purchase Display

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