Pooneh | Ramadan
Objective
- Increasing tendency to buy Pooneh toothpaste during Ramadan
- Increasing awareness of Pooneh whitening toothpaste
Challenge
Pooneh brands target audience in middle social class has more religious inclinations and they are all fasting during Ramadan. The main belief of this group is using toothbrushes and toothpaste during the day will invalidate the fast. For this reason, the purchase and consumption of Pooneh toothpaste is reduced compared to other months. Due to avoid the consequences of not using toothbrushes during fasting days such as bad breath, etc… People usually try to speak and smile with consideration.
Strategy
By emphasizing the role of toothpaste products during fasting period, we want to remind the importance of personal care to people who are on fast and to reduce their worries about this issue. The appropriate language and tone of voice of the message must be based on the target audience's religious beliefs.
Solution
In this campaign, we talked about the importance of health and personal care during Ramadan, considering the religious beliefs of the audience. And with focusing on the month of God's feast, we have invited the audience to smile with confidence by using Pooneh toothpaste produtcs.
Client: Paxan Co.
Advertising Agency: Kanoon Iran Novin | ©
Account Manager : Mehrnoush Zenouzi
Published: January, 2014
