The highly emotional Academy Awards ceremony, which was held in Hollywood earlier this year, provided Twinsaver Facial Tissues with a tearful angle to market the brand. Conceived by ad agency TBWA/Hunt/Lascaris and grabbed by People magazine, the creative was immediate and relevant.
It showed a beautifully manicured hand dangling a Twinsaver Facial Tissue in front of a photo of actress Cameron Diaz, who didn’t win an Oscar and looks like she’s about to cry (or sneeze). The message on the tissue is ‘There when you need it’.
This is the first media placement of its kind in South Africa and is in line with the Twinsaver brand strategy, which is to be top of mind through tactical interventions that are unexpected and memorable.
“Twinsaver’s personality is light-hearted and fun, and by tapping into the opportunity presented around the Academy Awards media exposure, we managed to create an ad, which people are going to remember for a long time to come,” said Hugh Wilson, a senior brand manager at Nampak Tissue.
The ad, which appeared in the March 9 issue of People magazine, is likely to be run again when the right type of photo arrives at the magazine.
Last year, TBWA/Hunt/Lascaris won a bronze in Cannes and a gold at the Loeries for a 500-sheet count Twinsaver toilet paper radio ad.
