Pufina – Strong & Soft

Pufina – Strong & Soft Information Public Case Summary Team Campaign: Strong & SoftBrand: PufinaClient: Pehart GrupLead Agency: Jazz CommunicationContributing 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 back to winners