SCA is launching its first pan-European advertising for 82 year old tissue and toilet paper brand Tempo with a campaign developed by Publicis London.
The campaign, “As Life Unfolds”, shows how Tempo is a constant, caring companion throughout life. The idea is executed through hand-drawn animated stories that unfold and fold on the back of a tissue, and builds on Tempo’s reputation as a long-established and trusted brand, whilst seeking to engage consumers on a more emotional level.
The activity will run across mainland Europe, in countries including Germany, Italy, the Netherlands, Belgium, Austria and Switzerland, on television, print and outdoor. The campaign will be backed by digital, instore and activation work developed by Publicis offices locally.
The first execution, “Bike”, promotes the Tempo Hanky Classic pocket packs of tissues. The 30” TV ad is a story of boy meets girl, and his innocent attempt to catch-up with her along a bike journey.
Along the way he stops to offer a Tempo tissue to those he meets: for a man who has sneezed, a child crying because she has lost her balloon and a jogger to mop his brow. The ad ends with the tissue folding back into the pack and the endline “Tempo. As life unfolds”.
Print and outdoor executions feature tissues illustrated with examples of when Tempo is there for you, such as a baby with a mucky face and a tear-stained illustration of a closed eyelid.
The campaign, which also features a shorter 20” spot, breaks in Germany on November 3 and will be rolled out across further European markets this year and next. Future activity will focus on promoting Tempo toilet paper and Tempo boxed tissues.
Paul Byham, Senior Brand Manager Tempo Europe, said: “The “As Life Unfolds” campaign is the first time in the Tempo brands celebrated history that a Pan-European integrated campaign has been developed. “As life unfolds” builds on the strong heritage of the brand, reminding people that no matter how life unfolds, you can always count on Tempo.”
Trent Patterson, Business Director at Publicis London, said: “The campaign shows how Tempo is a kind of security blanket however life unfolds – a brand truth executed in a beautiful way, and another step towards building Tempo as a true international brand.”