Vinda Deluxe Tissues is all about strength, specifically its signature knitted fiber technology. To champion the brand's value proposition of strength, in 2019, Vinda Deluxe celebrated the strongest people of all - women. But in an era where feminist brand messaging is everywhere, how does a tissue brand communicate this in a new and refreshing way?
Tears. Tears are often seen as a sign of weakness. Vinda Deluxe disagreed and chose to present tears as a new symbol of true strength. Via vignettes of women doing what they do best, the campaign was launched in time for International Women's Day 2019 and carried through to Mother's Day and Merdeka (Independence) Day.