SHAMPOO PAPER INVITATION by J. Walter Thompson Sao Paulo for Seda

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SHAMPOO PAPER INVITATION

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Industry Cosmetics & beauty products, Shampoos
Media Design & Branding
Market Brazil
Agency J. Walter Thompson Sao Paulo
Executive Creative Director Ricardo John, Andre Pallu, Roberto Fernandez David, Roberto Rezende
Art Director Guilherme Sakosigue | Pedro Galdi | Roberto Fernandez
Copywriter Lucas Tristão
Photographer Regis Fernandez
Account Supervisor Anna Soliman, Bruna Bechelli, Matt Drury, Renata Buess
Released April 2012

Credits & Description

Category: Flyers, Tickets, Invitations, Postcards, Christmas and Other Greetings Cards
Advertiser: UNILEVER
Product/Service: SEDA SHAMPOO
Agency: JWT BRAZIL
Executive Creative Director: Roberto Fernandez (JWT)
Executive Creative Director: Ricardo John (JWT)
Creative Director/Copywriter: Gustavo Soares (JWT)
Copywriter: Lucas Tristão (JWT)
Art Director: Guilherme Sakosigue (JWT)
Art Buyer: Renata Sayão (JWT)
Photographer: Regis Fernandez (JWT)
Account Manager: Jagdip Bakshi (JWT)
Account Manager: Régis Fernandez (JWT)
Account Supervisor: Bruna Bechelli (JWT)
Account Supervisor: Matt Drury (JWT)
Account Supervisor: Renata Buess (JWT)
Account Supervisor: Anna Soliman (JWT)
Planner: Fernand Alphen (JWT)
Graphic Producer: Flávio Schaefer (JWT)
Sound Producer: A Menina (A Menina)
Media placement: Flat Mail - Correios (Brazilian Mail) - 24 April 2012

Describe the brief from the client
To change the perception of Seda Shampoo among a target audience of affluent consumers, who see Seda's low price as an experimentation barrier.

Describe the challenges and key objectives
Seda is very popular in Brazil, and costs €2 per bottle. That creates the perception of a mass product, and this represents a barrier. We can't change the presentation at P.O.P. because Seda is bottled by the millions everyday. Regular sampling formats are not effective to the targeted audience. Most of all, we had to get Seda's formula into the consumer's hand. The amazing results on hair would surely impact their opinion.

Describe how you arrived at the final design
Inspired by Japanese search for less stocking space, we researched the market for solutions in dehydrating the shampoo. We found out about a supplier in China, and begun testing. As soon as we had Seda Shampoo converted into dry sheets, we realised we could not print on it, because ink would alter the formula. That led to the solution of cutting out letters for our message. It gets to the consumer hands as an invitation in an envelope, which also contains simple explanation about it being soluble in water.

Give some indication of how successful the outcome was in the market
Seda was not among the choices of more affluent, trendy consumers in Brazil. Being perceived as a mass product means not being able to generate experimentation, no matter how effective and advanced the formula is. What our design achieved is to preserve the formula, but without all the visual codes that would deem it a Seda sample, therefore something the target audience would turn away from.

The impact caused by this new way of presenting the product, therefore the brand, was enough to create trials.The buzz and word of mouth generated among trendsetters who received the piece were enormous.