New packaging campaign
Same, but New
Fresh and Clean
The Chicco campaign for new packaging and an improved product formula of a brand long trusted and renowned on the Serbian market once again brought together digital and offline activities, giving us the opportunity to address potential doubts, questions, and concerns among the target audience.
Along with promotion through social media and other digital platforms, in-store branding and print materials amplified the overall campaign reach and achieved the goal - convincing consumers of the unchanged quality, just enhanced.
Key Visual and Campaign Message
Integration of Digital and Print Communication
Production of Materials
Products for Babies and Children
Idea Development
Campaign Concept and Execution
Digital and Print Production
Content for Digital and Print
Advertising and Community
When it’s new, but the same, that’s exactly how it should be said – and that’s where our journey began with the campaign for Chicco’s new packaging and improved formula of laundry detergent and fabric softener. With the key message, we not only aimed to avoid the typical messaging used for products with a “new and improved” formula, but also to proactively address potential concerns of the target audience regarding a beloved product’s change.
To deliver the message in the desired format to the target audience, we implemented a comprehensive digital campaign on social media, supported by direct communication with followers and responses to their questions.
At the same time, the digital communication was complemented by in-store presence through hangers and other materials as part of in-store branding, as well as by conveying the campaign message directly on the product.
The campaign “Same, but New – Fresh and Clean” stemmed from years of collaboration with Chicco Serbia in managing social media, as well as the client’s trust in our ability to deliver the message to the target audience proactively, timely, and effectively.
