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PROCTER & GAMBLE NEW BRAND DEVELOPMENT - LIVING ARTIST 

Landscape study, Brand strategy, Brand identity, VIP program, Packaging, Instore POSM, Website

 

P&G launched a new relationship brand “Living Artist” as a platform to engage high income female consumers in China to indulge in a new lifestyle with quality products from P&G.

 

The creative concept was to use a ceramic artist to build a brand story, bringing to life the brand statement Life is mastered by yourself, shape and be your own “Living Artist”.

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P&G (CHINA) - CORPORATE IDENTITY GUIDELINE

Adapting the US corporate identity guideline towards a Chinese market whilst ensuring consistent brand communications across different channels. Different applications samples are clearly demonstrated for all users and suppliers.

P&G CROSS BRAND PROMOTION INITIATIVES

Brand Application and design, In-store POP

 

PAMPERS DIAPER NEW POSITIONING CAMPAIGN

Brand positioning, Campaign icon and application design, Packaging, Collaterals

 

To drive home the key benefit of Pampers diapers for babies, the campaign “Golden Sleep” was launched. It also strived to establish a long term relationship with new moms in the first tier cities in China.

 

The Golden seal mark was applied throughout the existing range of packaging. Furthermore to generate new trial, free sample packs were distributed to engage new moms with product booklets to cross sell full range of diapers.