Lotus x Kamini advertising campaign
Lotus is launching a digital campaign on November 4 in collaboration with singer Kamini. And it’s rather original: to promote its tubeless toilet paper, the latter celebrates… tubeless life!
Existential questions around the usefulness of the tube, put in opposition to create misunderstanding, that’s what the latest campaign from Lotus (Essity group) is all about. And it’s Kamini in her role”ex-tube singer” which was chosen for the occasion. It is through four interview videos with a humorous tone that the singer and the hygiene brand: “We no longer make hits, but we remain the reference“.
In this campaign, Lotus seeks to focus on the deconstruction of the toilet paper tube to raise awareness among the population, and it is with the help of singer Kamini, emblem of the 2000s, that the brand gets the message across. With the ambition of reducing waste by half, the brand is committed to manufacturing in France and using recycled materials. It also specifies that a roll without a tube is made up of twice as many sheets for twice as long use.
A subliminal message behind the campaign
The campaign also fights against access to hygiene for all. Today, more than 3.5 billion people live without sanitation, according to the WHO and UNICEF 2023. For this, Lotus will broadcast a video capsule on November 19, World Toilet Day, in order to raise consumer awareness of this major social issue. The brand also supports the French Red Cross by donating toilet paper for the most vulnerable people.
An action which is at the heart of the partnership between Essity and the French Red Cross. Essity supports the association’s actions in particular through the donation of products as part of the program “Hygiene Kits“. Since the start of this partnership, more than a million kits containing hygiene products for three days have been distributed to people in very precarious situations by volunteers from the French Red Cross during marauding, for example. .
Source: www.e-marketing.fr
