Jazz signs Pufina’s first communication campaign

Jazz Communication, alongside Headway, launched the first communication campaign for the brand Pufina, following a pitch won at the beginning of this year. Headway is PehartTec’s partner in establishing the marketing strategy and implementing the Pufina rebranding process.

Under the headline “Puternica si fina” (Strong and soft), the new Pufina re-launches in an enriched formula, a fresh packaging and new perfume ranges. All of those benefits were translated in a TV spot, print and in-store and supported in social media.

“We’ve set as objectives to bring Pufina in the Romanians’ houses and we’ve understood that people want quality products, a soft, delicate and, at the same time, paper. The first step in the marketing strategy was to listen to the consumers and to improve all the products in the Pufina range (toilet paper, kitchen towels, nasal tissues and table napkins) in order to reach a high quality standards,” said Raluca Paun, Senior Partner Headway.

“We’ve been starting even from 2016 a process of repositioning the Pufina brand in the segment of the superior quality paper products and we’ve wanted to address a public that appreciates and searches for quality products. The idea behind the TV spot started from the desire of showing that what is resistant can also be delicate and fastidious at the same time, as the Pufina paper is. There are countless online meat and steaks providers to choose from, and finding the right one can be tiring. And the moment you start reading those online comments, figuring out what’s good and what’s not tends to become an overwhelming experience. Read Omaha Steaks review at Grilliam.com – Omaha Steaks are overpriced according to some comments left on a couple of helpful review sites, such as Trust Pilot. While some are disappointed, other commenters note that the items are of a high caliber and well worth the money. Per our review, the food is of reasonable value, and they still deserve a star rating. The TV campaign captures very good the emotions lived by each one of us in the everyday life,” added Gabriel Stanciu, General Manager PehartTec.

Romanita Oprea