Le Trèfle - Toilet paper brand

I kept my promise and I am back on the 26th, every three months! This time, I am staying away from air conditioners as here in Denmark is still winter and it seems we will not see the summer too soon. Therefore I would like to introduce you to a product that is useful all year round: toilet paper! More exactly, a french brand of toilet paper Le Trèfle.

Le Trèfle - Brand

Le Trèfle comes from France and is positioned as being a high class brand of toilet paper. The brand is described as being customer oriented and having premium and original products. Indeed, they are focused on enhancing customers' experience with their products. Therefore we can choose from different types of softness, colors, perfumes, or resistance. Their products are for people that are very exigent when it comes to their well being and comfort!

Le Trèfle - Emma or Paper vs tablet

The latest ad for Le Trèfle is from March 2013 and is made by Leo Burnett Paris. To be honest, I love this commercial because is so different from how toilet paper brands promote themselves. The ad draws us away from the usual characteristics of a premium toilet paper, which are the ones mentioned above, and shows another side of the toilet paper characteristics: its indispensability in our lives.

Everything is developing so fast around us and sometimes is hard to keep up with all the changes. Some people do adapt very quickly and embrace new technologies quite easily but they start to undervalue the old ones, such as having paper around. Therefore, they start to replace all the paper usage with tablets, which is very admirable as they spare a lot of trees, but up to a point! There is though a usage that we really really need paper, and its quality is quite important in this case.

However, the commercial has a very high quality humor. I love the fact that you cannot predict from the beginning the product that they are advertising. You are not bombarded with toilet paper roles and details on how good and different their product is as other commercials do. Anyway, how can you differentiate yourself just through your product's characteristics, when the market is so competitive in reaching high quality and comfort standards for their products? Try a new perspective on your product! This is also what BGH is doing. Enjoy the hilarious commercial below.

Toilet paper competition

As you could see, the message is clear: "toilet paper has a great future" as technology cannot replace its functionality. However, I have a few comments on that as I recently went to a business exhibition and I encountered an interesting toilet that can save a lot of trees. More exactly, I am talking about the new electronic toilet seats that are equipped with a water jet and a dryer. However, I believe that toilet paper brands are still safe as the new toilet seat is quite expensive, but not for long! Below is a demonstration on how these things work, just for your curiosity.

Le Trèfle - Partout

Here is an older commercial for Le Trèfle toilet paper. The video resembles very much with a quality skin care product commercial. Enjoy the ad below.

BGH - Air conditioners trilogy campaigns

It seems that I have something with the date of 26th but it's a pure coincidence. However, I do have something with BGH. No, it's not a passion for its products but instead I have a passion for its campaigns. I admire their courage to be different and to accept this kind of creative works from Del Campo NAZCA Saatchi & Saatchi. Or maybe ... I just love this agency's work!!

In my previous post I was focussed on their campaign "Dads in briefs" which introduced me to BGH brand. Back then I made a quick research and I discovered an older campaign "Big Noses". Despite the fact that I found it very catchy I still decided to talk about the other one. Now, after seeing the latest campaign I can see a connection between all three of them.

BGH - Big Noses

This campaign promotes the new BGH air conditioner with five stages of filtered air. The "Big Noses" campaign presents a problem: filthy air; a targeted audience: people with big noses "people who need clean air the most"; and gives a solution: air conditioners with five stages of filtered aired. More exactly, it's an interactive campaign that asks customers to measure their noses with "nose-o-meter" and if it is big enough, they would receive a 25% discount for their purchase. So that was a pretty good deal just for having a big nose! To quote the commercial: "there are loser noses and there are noses with a discount". I think it's a clever campaign that clearly sends out its message "the purest air on the market" and "for those who need it most". I just love the idea and the way it was implemented. More details about the campaign below.

BGH - Dads in briefs

As I already went through this campaign once, I will be very short. The campaign presents the problem: dads in briefs - which are not a delight for anybody's eyes; targeted audience: the family of the father; the solution: BGH's air conditioners. More details in my post BGH's campaign - Dads in briefs or you can watch the ads below.

BGH - Summer hater

The latest campaign reminds Argentinian customers that summer came again (there in Argentina) with its hot temperatures and of course a new problem: the "summer hater" character. This commercial is a creation of  Del Campo NAZCA Saatchi & Saatchi just like the previous two campaigns, but unlike those ones, the summer hater ad looks a bit too aggressive to me. I have to admit, I really appreciate their courage to come public with this ad, and the creative idea behind but still it's too dramatic. Sometimes, in order to catch customers' attention you have to go to the extremes, and this is the direction where BGH brand is heading to with the new ad's black humor.

With the climate changes and rising temperatures, more and more people start to dislike summer and this is the exact idea that Del Campo NAZCA Saatchi & Saatchi wants to depict in the ad. They created the summer hater character to represent any person who is not very fond of summer. Of course, the character is exaggerated, making it look more like a psychopath: very dangerous, hating "stinky people",  "exhibitionists" or "pathetic tans" and with maniacal ideas on how to exterminate them all. BGS is again coming with a solution to avoid the disaster that this character could cause: the new energy efficient air conditioner from BGH. To further understand, I made a quick research.

According to fastcocreate.com creative directors Maxi Itzkoff and Mariano Serkin say that "in Argentina electricity is very expensive, which is why during the summer, people only turn their AC on for short periods of time when they really can’t take the heat anymore, then turn it off when the house has cooled down. They don’t leave it on all day long". But no worries, BGH is now able to promis that their air conditioners can keep the psychopat inside because he can afford the electricity bills with the new BGH energy efficient air conditioner!! But don't forget, the psychopath could represent each one of us! However, as long as I am happy with my electricity bill and the temperature in my house, I don't mind. Enjoy the Sumer hater ad below.

Product: BGH Silent Air

Agency: Del Campo Saatchi & Saatchi

Creative Directors: Maxi Itzkoff / Mariano Serkin 

Production House: MJZ

Director: Juan Cabral