Project Name
KAO - Laurier - Sleep Guard Ultra-Slim Sanitary Pants Launch
ABOUT THIS PROJECT
KAO - Laurier - Sleep Guard Ultra-Slim Sanitary Pants Launch
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OVERVIEW
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With the market size for sanitary pants growing in recent years, Laurier decided to launch a new product lineup to address a common concern among non-users: the perception that the pants are too thick for comfortable nighttime use.
Project Details
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OVERVIEW
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With the market size for sanitary pants growing in recent years, Laurier decided to launch a new product lineup to address a common concern among non-users: the perception that the pants are too thick for comfortable nighttime use.
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Challenge & Opportunity
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As a latecomer to the sanitary pants market in Hong Kong compared to major competitors, Laurier requires a unique selling point to stand out in a competitive landscape. This challenge presents an opportunity to highlight the distinct features of the new product.
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Solution
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The campaign aimed to address two primary concerns: comfort and 360-degree protection to prevent leakage from unconscious movements during sleep. With strong claims for both product SKUs, which feature the longest and thinnest absorbent core, the campaign creatively positioned these claims within an enchanting narrative. It illustrated a magical world where the product allows users to sleep peacefully, transforming worries about leakage into sweet dreams with Laurier Sleep Guard Pants.