Pufina - Strong & Soft

Public Case Summary

Campaign: Strong & Soft
Brand: Pufina
Client: Pehart Grup
Lead Agency: Jazz Communication
Contributing Agencies: UM România | Promis Advertising | Connect Media | Headway

Public Case Summary:
This is a story of a Romanian brand taking on international brands investing much more in communication, and how its lateral strategic positioning and communication choices made the difference: talking about men in a campaign dedicated to women who run the household and building an emotional connection for a brand that otherwise may appear to be a bare necessity. Across 4 years, Pufina had a sustained growth, despite having among some of the lowest media investments and reached 2nd place after dominant leader Zewa across brand and business KPIs.

Team: Valentin Suciu // Creative Partner Jazz Communication, Andreea Ghenoiu // Creative Director Jazz Communication, Andreea Călăraşu // Creative Planner Jazz Communication, Carmen Opris // Managing Director Promis Advertising, Georgeta Ivan // Account Promis Advertising, Raluca Păun // Consultant & Marketing Director Pehart Grup, Silvia Molnar // Media Account UM România, Alina Carasol // Client Service Director UM România, Oana Chivu // Client Service Director UM România, Alex Buta // Art Director , Krisztina Maier // Art Director , Irina Matei // Account Manager , Alexandra Coanca // Account Executive , Cristian Todean // Junior Brand Manager & Designer , Simona Suman // Group Creative Director , Andrei Stanciu // Senior Copywriter , Raluca Craioveanu // Account Director , Georgiana Rotaru // Account Director , Mircea Vlase // Art Director , Manuela Obreja // Brand Manager.

Creative Reel

Images of Creative Work

Key Visual 2017-2018

Key Visual 2019-2020

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