14 Oct 2019 News
Italy’s most famous paper towel from the Regina brand (Sofidel Group) is back in the media spotlight with its high-impact video campaign.
The idea, launched online last May, came about due to the need to communicate in a simple, direct and clear way that, from today, Regina Asciugoni’s paper towel sheets are even bigger and more absorbent. The adjectives “più grandi e più assorbenti” (bigger and more absorbent) are transformed into the absolute superlatives “grandissimi e assorbentissimi” (very big and very absorbent), creating a specific key concept with its own hashtag: Regina Asciugoni paper towels are now even more "#issimi".
The campaign, on-air from October to December 2019, will be broadcast using a mix of formats from 10 seconds to 20 seconds on linear TV channels (Rai, La7, Sky, Tv8, Real Time, Canale 9, Food Network, Paramount) and on live & streaming channels (RaiPlay, YouTube, Sky Go, Dplay and Mediaset Play). It will also have a presence on two event programmes in the autumn/winter season (the Fiorello format, starting on Monday 4th November on Rai 1 and RaiPlay, and X Factor live episodes on Sky) and a contest that will focus on the Game: “give us your very best #ISSIMI face and win the very best prizes with Regina Asciugoni paper towels”.