CINCINNATI, June 21 /PRNewswire/ -- Barefoot and its campaign for Wonderbra, a leader in specialty bras, today were honored at an awards ceremony for their third-place submission in AdPack USA's inaugural Tissue Tactics contest.
Barefoot was presented with the world's largest tissue pack, a cash prize and plaque for their winning design concept of the fictitious "Tissue Aid 2007" for Wonderbra. With this humorous approach, Barefoot touted the alternative uses for tissues because - thanks to Wonderbra - women no longer need the "assistance" of tissues to stuff their bras. The winning tissue pack also included a coupon insert, featuring specific ideas on how to use the tissues including, "Dab your boyfriend's drool (after he sees you wearing a Wonderbra)," and "Wipe tears from your eyes as you watch romantic comedies with your (Wonderbra) loving boyfriend." On the other side of the insert, Barefoot offered a discount on Wonderbra apparel. The distribution strategy for the tissue pack marketing campaign, was to target points-of-purchase locations and distribute the tissue packs to women on the street.
The contest, held January 1 - March 31 of this year, challenged marketing professionals all over the U.S. to design an ad campaign using tissue packs. Hundreds of entries were judged on overall design, creativity and distribution strategies. A panel of advertising, marketing and academic professionals judged the entries in April. Tissue pack marketing, new to the U.S., is a major ad medium in Asia and beyond. Last year, $1 billion dollars were spent in Japan on the manufacturing and free distribution of packs to consumers.
"We had never considered the tissue pack as a marketing vehicle for us, but it makes complete sense for many of our clients," said Doug Worple, founding partner and executive creative director, Barefoot. "The contest was a great marketing exercise for Barefoot. It was creative and fun but at the same time, we were able to learn more about tissue marketing and its benefits. We are looking forward to adding tissue packs to our marketing mix,"
"AdPack received hundreds of entries in the Tissue Tactics contest. Barefoot submitted several entries - all of which were fantastic," said Steve Jacobs, president AdPack USA. "But Barefoot's Wonderbra campaign entry was not only witty, edgy and fun, but the judges felt that the content was compelling enough to make an impact on consumers."
About AdPack
AdPack USA is an out-of-home marketing company specializing in intercept marketing and place-based advertising through its line of promotional facial tissues, towelettes and wet towels. AdPack's promotional campaigns, offering the latest interactive components including qtags (short codes used in mobile campaigns) and customized Web sites, provide advertisers with a direct connection to their customers and the ability to effectively measure a campaign's success. For more information, visit http://www.adpackusa.com/.
This release is available on the KCSA Worldwide Web site at http://www.kcsa.com/.
CONTACT: Jennifer Handshew/ Anne Donohoe
KCSA Worldwide
(212) 896-1272 / (212) 896-1261
jhandshew@kcsa.com / adonohoe@kcsa.com
AdPack USA
CONTACT: Jennifer Handshew, +1-212-896-1272, jhandshew@kcsa.com, or Anne
Donohoe, +1-212-896-1261, adonohoe@kcsa.com both of KCSA Worldwide, for AdPack
USA
Web site: http://www.adpackusa.com/
