When you're in a category where almost every competitor's product basically looks the same as yours, how does your brand stand out? Vinda Deluxe Tissues' strongest product proposition is the actual physical strength of the tissues: it's unique Knitted Fiber Technology. What's that? Unlike ordinary tissues, Vinda found a brilliant way of layering thousands of virgin wood pulp fibers to form a singular, perfect sheet of tissue. The result is a tissue that is extra strong, extra soft and extra absorbent. Tissues that are as reliable as a VW and won't fall apart or tear easily. The task: Create awareness of Vinda Deluxe Tissues' unique strength through a series of quirky radio ads.