The Challenge: Puffs is rated higher than Kleenex, yet still get outsold by the competitor. We wanted to create a more distinct brand voice for Puffs that would standout among competitors for consumers.

Insight: Disrupting traditional campaigns with a memorable and unmistakeable campaign works when trying to redefine a brand.

Single Most Compelling Idea: Show off the use of Puffs in a way not normally associated with tissues.



Package Redesign 

Social Media

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Writer: Caleb Couturie

Art Direction: Spencer Phillipson

Strategists: Nicole Allen & Me