Tutto Pannocarta
From TVC to Community Management
A strategy to enhance the product's features starting with 3 characters starring in 3 video snacks that populate the upper funnel of the campaign, capable of representing the brand's main attitude: "being affordable for everyone."
Lucart is Europe’s largest producer of flexible packaging paper and one of Europe’s leading manufacturers of paper, tissue products and Airlaid.
Tutto is one of the Group’s brands that has made “Tutto Pannocarta” the hero product of the range: thanks to its triple function of paper-cloth and sponge and the possibility of being washed and reused on different household surfaces, it is now the only example of sustainable industry versatility on the Italian market.
YEAR
2023
WHAT WE DID
Creativity
GOAL
Telling the benefits of Tutto Pannocarta, the first washable and reusable kitchen roll, with an awareness campaign capable of enhancing the product’s uniqueness in the category.
Reality check: how to be memorable in a saturated industry?
72% of consumers prefer a brand that users humor rather than the competitor.
The happy problem-solver
With Tutto Pannocarta, clean becomes like laughter: handy.
The campaign that turns an ironic saying into pure product content.
From TV through social to influencer amplification, the brand motto literally became its tone of voice, engaging the audience in brand storytelling that transformed a “boring” product into a vehicle for entertainment.
Execution: DRIVEN BY the concept
We have made the first washable and reusable kitchen roll even more unique bringing its memorable motto to all digital touchpoints and more.
Impact on reality
A campaign that absorbed millions of people.
The goal of enhancing the benefits of Tutto Pannocarta, in an industry where all products are perceived as common kitchen rolls, was achieved.
A motto that is easy to remember and that disrupted category canons allowing us to absorb prospects with a different and current message.
Are you in for a new impactful experience?