Q-Tips is an iconic American cotton swabs brand. Known to have the softest cotton tip compared to any other swab, Q-tips are perfect for arts & crafts, manicures, makeup application, cleaning and more!
It is the most widely sold brand name of cotton swabs in North America.
This was one of my first presentations at Humber College. Nervous as a wreck, I didn't know how the professors would react to our work. Contrary to my assumption, our presentation was very well-received and amassed great reviews from both, our peers and the faculty. We received great feedback on our research set-up and insight. This endeavour was a synergistic effort involving a stellar team comprising:
Mark Nicol, Copywriter
The base research really cemented the overall execution of our campaign. Let me take through the brief which inspired our insight and big idea.
Brief:
Get: On the go, active adults, 33-45 y/o, who are focused on their careers/family or both
To: Consider Q-Tips as an essential daily product
By: Showcasing the multi-uses of the product beyond cleaning the ear canal
Insight:
Q-Tips and it's uses have not changed over the years, neither has its resonance and familiarity.
Big Idea:
Celebrate Q-Tips' unchanged role in people's lives.
Research & Strategy:
In order to substantiate our insight, we delved into some primary research. A survey was rolled out, targeting the focused demographic to understand the role and importance of Q-Tips in the lives. Much to one's surprise, we realized that people still love and use Q-Tips almost everyday. We also learned that the term "Q-tip" is often used as a genericized trademark for a cotton swab in the United States and Canada. Later, we were taken aback to understand that Q-Tip was first invented in 1923, making 2023 its 100th birthday. Capitalizing on that, we thought of creating a campaign that would highlight the rich legacy of Q-Tips. These nuanced observations really defined our transitional creatives that depict the story of loyal Q-Tip users.
Executions:
Campaign Activations:
Comments