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Press Release

BrandTailors marks another premiere on the Romanian branding market, with the brand activation campaign developed for Peak

Andreea Florea Brand Strategy Coordinator

Bucharest - November 2nd, 201 1

Daniela Plcintaru Marketing Manager Interstar Chim, Romania

Melania Moisi Senior Brand Designer

BrandTailors strategic brand consulting and design firm marks another premiere on the Romanian branding market, by developing the brand activation program for Peak. It is the firms third program of the sort to successfully delineate its portfolio.
Following the unprecedented acclaim of brand activation campaigns developed and implemented for brands like Rarul and Naturlich, of which the first was awarded the only Romanian Effie ever won by a Romanian branding agency, BrandTailors returns to sign its third similar program for Interstar Chims Peak brand. BrandTailors latest campaign underlies the brand repositioning program developed for Peak, thusly emphasizing the defining characteristics of the brand, favoring its positioning within the category and more significantly within the consumers life.

For the re-launch of Peak, we had in mind a media and communication strategy that would help raise the brands relevance amidst the consumers, in a distinctive and memorable way. The brief given to the agency focused on three important requests: the communication of the new brand positioning, the announcement of innovative products in Peaks portfolio and the avoidance of certain recurrent clichs within the toilet care products category: desperate ladies, dirty toilets, miracle products, cartoon characters. BrandTailors successfully addressed these requests, hence Peak asserts Stop dirtiness! with full honesty. Daniela Plcintaru Marketing Manager Interstar Chim Romania

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The Peak activation campaign was enacted by means of a TV commercial having its storyline built on the opposition between the pleasant and easy way of bathtub cleaning and the cleaning of the toilet shown as a true home-keeping endeavor. This accounts for the personified toilets feelings of neglect. Peak puts an end to such a tense situation, highlighting the easy and efficient proof of its use. Peak is thus brought forward as the toilet guardian the key element that turns toilet cleaning from a necessary and important activity into a carefree and pleasant one. The commercial ends with the depiction of the toilet in a majestic role, while the brands video signature introduces Peaks visual identity as a guarantee for the reestablishment and maintenance of the toilets utmost hygiene.

The consistency of this brand activation campaign is, in fact, a premiere in the toilet care products category and symbolizes the prevalence of a relevant and coherent brand promise. In Peaks case, the product benefits are meant to support and found the brand promise of saying Stop dirtiness! in all its forms. Andreea Florea Brand Strategy Coordinator

Furthermore, Peaks brand personality powerful, vigilant and protective is accentuated by means of the outline of its tone-of-voice, determined and trustworthy, as well as familiar and mild.

It was only vital for the first activation campaign of the brand, following the rebranding program, to continue the process led by the new visual identity and package design creation. Setting the brand foundations and communicating its new positioning as transparently as possible were crucial, leading us to face a double challenge since the communication campaigns objectives pointed toward the brands rejuvenation as well as the launch of new products.

Melania Moisi Senior Brand Designer

To us, the task of developing and implementing a unifying brand activation campaign for a powerful brand like Peak embodies a unique reward the reconfirmation of the companys know-how and solid experience in the field of branding on the Romanian market. The challenge set by Interstar Chim by means of the Peak activation program brings us honor and great joy. Andreea Florea Brand Strategy Coordinator

The BrandTailors team members who have contributed to this project are: Andreea Florea account planning, Melania Moisi and Ovidiu Pop creative development, Alina Crang and Cristina Ionescu project management. On behalf of Interstar Chim, the contributors were: Elena Sarri Varnava - Executive Director of Marketing and R&D Eureka Group, Daniela Plcintaru - Marketing Manager, Interstar Chim Romania, Corina Tnase - Brand Manager Peak, Interstar Chim Romania.

Follow us on LinkedIn There are some words that mean everything to us, BrandTailors professionals: strategy, vision, methodology and effectiveness. These words have guided our steps over the last seven years, whilst we have completed over 100 projects and changed the paradigm for over 50 product and service categories. This is what sets us apart, BrandTailors, the first

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brand strategy consulting and design firm in Romania that applies and promotes a strategic approach as basis for the branding process. Our professional approach has enabled us to gain an outstanding client portfolio. The list has grown year after year and looking back we are proud to have partnered with reputable companies such as The Coca-Cola Company, GlaxoSmithKline, Intersnak, Pepsico, Lactalis, Tetra Pak, Albalact, Caroli Foods, Kandia, Azuga Waters, Titan, iriac Holdings, Intact Media Group, Smartree or Petrom, to have revitalized famous brands such as Kandia, Mgura, ROM, Silvana, Zuzu, Fulga, Rarul, Lptic LaDorna, Perla Covasnei, Eurovita, Peak, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romnia, Class Living or Ambasador and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, KandOr, Vibe FM, Naturlich or Yammix. As true explorers, we have always believed that our role within Romanian branding industry is to redefine its boundaries by stepping off the beaten track and charting out new territories. Looking back now, we pride ourselves with being the pioneers that separated product and services branding operation in order to set unparallel effectiveness standards. To this respect, in 2009 we took a step ahead the pack and established Community BrandTailors, the first Romanian digital branding consultancy. Early this year, we re-launched our website following a novel on-line communication strategy based exclusively on social networks. Follow us on Twitter

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