Champion Infinity Design & Branding CHAMPION BOX by TBWA\santiago Mangada Puno


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Industry Washing powders & Detergents
Media Design & Branding
Market Philippines
Agency TBWA\santiago Mangada Puno
Associate Creative Director Manuel Villafania\melvin Mangada\denise Tee
Art Director Paulina Page Ortega, Ryan Arthur Aquino
Account Supervisor Katya Gozo
Released March 2012

Credits & Description

Category: Promotional Item Design
Chief Creative Officer/Executive Creative Director: Melvin Mangada (TBWA\Santiago Mangada Puno)
Executive Creative Director/Copywriter: Marci Reyes (Tequila\Manila)
Creative Director: Manuel Villafania (TBWA\Santiago Mangada Puno)
Associate Creative Director: Denise Tee (TBWA\Santiago Mangada Puno)
Art Director: Ryan Aquino (TBWA\Santiago Mangada Puno)
Art Director: Paulina Page Ortega (TBWA\Santiago Mangada Puno)
Print Producer: Dennis Carlos (TBWA\Santiago Mangada Puno)
Account Supervisor: Katya Gozo (Tequila\Manila)
Account Director: Jan Lorraine Cui (Tequila\Manila)
Business Unit Director: Agnes Magallanes (Tequila\Manila)
Media placement: Direct Mailing - Offices and Stores - March 22, 2012
Describe the brief from the client
Champion has become the no.1 detergent in Metro Manila – beating giant brands like Tide and Surf. It has done this through a platform hinged on the values of honesty, integrity and purity of intention.
The objective is to cascade these values all the way to their dealers while assuring them of product performance.
Describe the challenges and key objectives
The challenge was to do this in a way that won’t seem preachy and turn off the dealers. Another challenge was how to make them want to experience the product first hand.
Describe how you arrived at the final design
The idea was to have the recipient write confession on a white shirt and then wash it away. Giving him a cleaner conscience and of course a cleaner shirt. The package came with a free shirt, a pen and a product sample.
The key considerations in the final design were:
- It should look like a gift and not just another sales kit
- It should hold the contents securely
- It should be clean, simple, economical yet still classy
- It should be easy to transport
Give some indication of how successful the outcome was in the market
150 boxes were made and given away to different dealers. These were well-received and majority of the dealers who received them confirmed to actually going through the writing and washing ritual. Champion continues to be the top order among dealers.