Problem

Papia has achieved its dominant brand position in the market with its unique brand personality and style. This female image and world, which has been dominant since the first day of the brand, gained another dimension with the evolution of the role of women in social life and the perception of the “ideal woman”. Papia wanted to change the tone of communication to adapt to this and the category reality.

Solution

For Papia, we re-discussed both brand perceptions and the ideal woman image for the brand’s target audience. We analyzed the place of toilet paper in people’s lives and the power of Papia to distinguish itself from competing brands through subliminal research. In addition, we tested the existing elements of the brand (packaging and communication) and analyzed how well they fit the idealized strategy.

Result

As a result, Papia took communication tone and style to a whole new level. The new Papia woman maintains her leadership today as she did in the past.

Subliminal Research Cases