Kruger TV Commercials 2015
Purex
Challenge:
Western Canada’s #1 selling bathroom tissue was targeted primarily to mainstream women and families. Given its low recall amongst ethnic consumers, our objective was to generate greater awareness and trial amongst Chinese-Canadian women and establish the same brand equity built up for Purex amongst mainstream consumers.
Solution:
Ethnicity created a relevant and emotional connection between the brand and the Chinese consumer with a TV/Video spot that springs to life from an insight that recognizes that Chinese parents like their kids to learn to play a musical instrument – not to have them acquire an actual skill – but more to inculcate discipline and build character.
Scotties
Challenge:
Our objective for Scotties facial tissues was to focus on “brand equity” that would stand for something in consumers’ minds, as well as increase awareness and market share with Chinese consumers by 10%.
Solution:
Research showed that box design is a big factor in determining purchase. Scotties had designed a special box for Chinese New Year. Ethnicity saw this as an ideal platform and timing for advertising Scotties to the Chinese marketplace – an opportunity to plant its flag solidly in the ethnic marketplace. A 30 second TV spot was used for the launch along with print.
Sponge Towels
Challenge:
Client’s objective for the brand was to drive SpongeTowels to a #1 share by creating an emotional connection with the fast growing ethnic market in Ontario, in particular the Chinese consumers, and to drive trial and ultimately, long-term brand loyalty.
Solution:
SpongeTowels needed to demonstrate its superior absorbency, and do so in a respectful manner that touches the Chinese consumer within their “cultural” zone. Given that eating great food is highly important in Chinese culture, Ethnicity created a TV/Video pairing the brand’s first-ever “Chinese Sponge Pocket” mascot and renowned celebrity Chef Joseph K.Y. Ho.
