Viva
PROBLEM:
Viva isn't perceived as being as strong as other major paper towel brands.
TARGET:
28-35 year-old, single or married working moms who have kids 1-4 years old. They're tired of everyone only talking about the 'joys of motherhood' and want to know they're not alone in the struggles.
INSIGHT:
Viva is the most female brand amongst the other more male-centric paper towel brands. Since when does something have to be masculine to be strong?
IDEATION:
In a society filled with male paper towel brands, Viva would like to remind moms that femininity means strength. By being real with mothers and showing more than just the picture-perfect moments, Viva shows the less-talked about emotional messes of life.
Strategy: Asai Meyer, Art Direction: Lauren Morris, Copywriting: Asai Meyer
