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Press Release

BrandTailors sets another precedent with the launch of the Igienol communication campaign

Andreea Florea Brand Strategy Coordinator

Daniela Plcintaru Marketing Manager, Interstar Chim Romnia

Bucharest - February 21th, 201 1

BrandTailors strategic brand consulting and design firm developed and implemented the brand activation program for Igienol, setting a new benchmark within the Romanian branding industry.
BrandTailors is the signatory of the brand activation program for Igienol Interstar Chims first chlorine-free disinfectant brand taking a new step forward in terms of Romanian communication campaigns successfully developed on the local branding market. Built on three main objectives to inform, involve and engage consumers the Igienol brand activation program excels through a series of creative executions that are well-anchored in the brand values, are aimed at enforcing the brands foundation and which clearly set forth Igienols defining attributes in the targeted publics perception. The campaign slogan 0% bacteria - contributes to the settling of the products efficiency and safety characteristics in the mind of the consumer, while messages such as 1.000 smiles, 0% bacteria, 500 footsteps, 0% bacteria mark Igienols neat differentiation within the category, in a uniquely optimistic and overall positive manner.

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Albeit the low budget we had at our hands, the success registered by Igienols brand activation program is mainly due to the foundation of the communication campaigns premises in strategy. Its efficiency, simplicity and performance are tied to the messages clear, positive and well-targeted addressability, having ultimately led to both brand platform consolidation, as well as to the relevance Igienols differentiating brand attributes in the consumers minds. Andreea Florea Brand Strategy Coordinator

Decisive to the campaigns efficiency have also been the communication media and techniques employed: written press branding, branded specialized websites, online competitions, user-generated content, sampling activities and sustained endorsement from renowned Romanian pediatricians.

The new communication campaign developed for Igienol is a premiere by means of the variety of its executions that send the brand message forth in a uniquely distinctive and targeted manner. We are thrilled with regards to its functional simplicity, from the point of view of both concept and results. Daniela Plcintaru Marketing Manager, Interstar Chim Romnia

Through the brand activation program developed for Igienol, BrandTailors stays true to being the only Romanian branding company able to offer its clients the know-how of successful communication campaigns, grounded on the disciplines strategic component. BrandTailors thusly registers its second performance of the kind in the course of a single year. In 201 the company was awarded the only Effie award ever won by a 1, Romanian branding firm, for the Rarul brand activation program. The BrandTailors team members who contributed to the development of this project are: Andreea Florea account planning and creative concept, Andreea Florea, Dan Mihai, Melania Moisi and Mihai Pascu brand communication, Alina Crang and Cristina Ionescu project management, Mihai Prplea preproduction processing. On behalf of Interstar Chim the contributors were: Daniela Plcintaru Marketing Manager, Interstar Chim Romnia, Gabriel Samoil Senior Brand Manager Igienol.
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 90 projects and changed the paradigm for over 40 product and service categories. This is what sets us apart, BrandTailors, the first 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, Antena 1, UTV, Europa FM, Radio 21, BCR Open Romnia or Class Living and created ground breaking brands, namely Azuga Apa de Izvor, HapiHap, Grania, Generis, Vibe FM or Naturlich.

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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

15 Henri Coanda St, 1st Floor 010667, Bucharest1 Phone: (+4)-031-620-84-84 Fax: (+4)-031-620-84-87

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