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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


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