ASIA-PACIFIC – SINGAPORE, NOVEMBER 2010 – Grey Shanghai has been appointed by Japanese sanitary napkin brand Elis and all its product lines to handle total creative duties for the Chinese market, where it was launched in 2006.
The mandate includes above-the-line and below-the-line communications, including brand planning and management, creative services as well as channel marketing.
Elis is the flagship product under Gold Daio, the biggest paper manufacturer in Japan known for its advanced technology, research and development. Since its launch in Japan, the brand has gained high recognition amongst Japanese women and is one of the major brands in the country. Elis is available in China under a joint venture with APP.
Bernard Wong, Grey Shanghai general manager, noted the increasingly competitive sanitary napkin category: "In order to build a clear positioning and differentiation for Elis, Grey Shanghai utilised Grey Group’s proprietary strategic planning tools to dig deep into the minds of female consumers to obtain new insights as well as identify market opportunities, and connect them with Elis’ unique selling points.”
Grey Hong Kong and Shanghai CEO Danny Mok (pictured) said, “We are pleased with the opportunity to develop a strong working relationship with Elis. This new business win reflects our office’s reputation of producing commendable work and the trust which our clients place in us.”
He adds that the win is also attributed to Grey Shanghai’s experience in working with various FMCG clients in providing effective and efficient strategic planning, creativity and practical execution ideas.
