GRITE is the number one hygiene paper brand in Lithuania, which also takes a leading position in Estonia and Latvia. Although many elderly or middle-aged people (especially the ones with families) love GRITE and can’t imagine their lives without it, however young people usually look at the company with skepticism. They think that GRITE is an outdated brand that is not worth their attention. This situation is most common in Latvia and Estonia, where competition is very big and there is not a lot of communication about GRITE’s investments in ecology, new trends, and innovations.
Our friendship with GRITE’s team started when they asked us to create an entertaining game for Estonian market. Most likely, we did a very good job, because after this they gave us a new task – to create the new GRITE’s positioning campaign and introduce their renewed packaging.
IDEA AND SOLUTION
In the beginning, we came up with the new positioning message – FOR YOUR CLEAN AFFAIRS. To strengthen the message and to draw people’s attention, we have created a nice film. To communicate GRITE brand philosophy, we had to talk about stains metaphorically and in a broader way. At the beginning of the film we touched ecological problems, referring them to the stains we leave behind ourselves globally. Frame by frame we narrowed the meaning of the stains and juxtaposed them as our past life decisions, that follows us in the future, but shapes our character. At the end of the film we finished up with everyday physical stains and a positive statement, that stains are not that bad after all, they help us grow, learn and enjoy everyday life. All we have to do is clean up.
To introduce the new packaging, we decided to visually tell interesting stories through stains that appear on GRITE’s paper towels. The stories entertained and also disclosed the main benefits of each product. And it doesn’t matter which kind of story it is, all of them have a clean ending.
An eye-catching video and prints that we created are a good reminder that GRITE is a modern brand that doesn’t stand still, but goes in line with innovation and ecology.