No gentle reminders against germs in Ace Saatchi & Saatchi’s Safeguard campaign

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PHILIPPINES, MARCH 27, 2011 – To remind parents to wash hands more often, Ace Saatchi & Saatchi has created tissue boxes branded Sneeze n Sniffles for P&G’s Safeguard soap. The tissue boxes were distributed at MRT stations and sent out to mom bloggers in February.

Each box contains ten sheets of tissue individually printed with a child’s frowning face, copy that reads “This tissue won’t stop your germs reaching him.”, Safeguard branding and the line “Kills 99% of sickness-causing germs.” With Filipinos only too happy to receive free samples, the boxes are certainly welcomed by consumers and an unexpected means of getting the message across. As they are more likely to be kept as souvenirs than used in case of a cold, the tissues cannot go viral in any sense, but may just be passed on—by word of mouth.

CREDITS
Client: P&G Safeguard
Advertising Agency: Ace Saatchi & Saatchi
Account Executive: Junnis Martinez
Executive Creative Director: Andrew Petch
Head of Art: Carl Urgino
Creative Director: Trixie Diyco
Art Director: Ian San Gabriel
Copywriter: Bia Fernandez
Producers: Rodel Quitain, Dennis Obien