SUMMARY
When the competitors follow to develop “pliable but strong” products and paper consumers are becoming younger, how does Vinda resort to update the series of Ultra Strong tissues to differentiate itself from the competitors and attract the attention of young women? We find that young women are more and more eager to obtain the promise of happiness in their lives while a firm promise is like a wedding dress. Therefore, we make a wedding dress with the most pliable but strong tissues and invite CHEN Xiaoyun to challenge the “toughness” limit of tissues 5 meters underwater, encouraging young women to be as brave and tough as tissues when seeking their happiness.
In terms of publicity, Vinda officially launches a challenge and then a female star accepts the challenge and wears the tissue wedding dress underwater, building a marketing link from witnessing by all the people to participating in the challenge by all the people. At last, the idea of the underwater tissue wedding dress refreshes young women's cognition of the “toughness” of tissues and breaks e-commerce sales record.
