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Sparkle Paper Towels: Gourmet Chicken Nuggets, 15s
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To showcase Georgia-Pacific’s Sparkle® paper towels as a brand that celebrates smart and savvy choices, the Sparkle® team has partnered with San Francisco-based creative agency, Cutwater, for its new Make the Bright Choice™ campaign, which encourages consumers to spend less on every day little messes with Sparkle® paper towels. While Sparkle® has always prided itself as a smart choice, it’s ready to show off its spirited side with a new package design and a re-imaged Sparkle® Fairy (designed by Rebecca Weinberg) to celebrate our consumer’s bright and savvy choices like not over spending on everyday little messes. Through this campaign, Cutwater and the Sparkle® brand aim to encourage the resourcefulness of sensible consumers in a fun and innovative way, celebrating the brand’s loyal audience and driving greater support among other retail customers. The newly restyled Sparkle® Fairy acts as a spirited, witty best friend to consumers, with a sensible and practical outlook. She serves as a symbol to celebrate individuality and assist in spending less per sheet on the mess with the brand’s paper towels. The campaign includes a :30 and :15 TV spot called “Gourmet Chicken Nuggets” which can be viewed below. The spots highlight the ways in which Sparkle® paper towels are perfect for small every day messes and why using a premium paper towel for these cleanups is as absurd as ordering chicken nuggets at a fine restaurant.
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