Vinda MY creates 'jukeboxes' out of tissue holders to drive 12.12 hype

Global hygiene company Vinda Malaysia is creating hype around the 12.12 sale of its Vinda Deluxe Facial Tissue on Lazada by creating a series of limited-edition tissue holders which double up as music amplifiers, known as Vinda Jukeboxes.

Done in collaboration with creative agency Muma, the limited-edition tissue holders come free with every purchase of Vinda Deluxe Facial Tissues Soft Pack. The tissue boxes are made out of heavy-duty corrugated fiberboard and are said to be able to amplify music from any mobile phone.

The Vinda Jukeboxes are designed based on four music genres - jazz, rock, pop and hip hop - and design elements from each genre adorn each box. The boxes also have witty labels attached to each of them, such as "Product could cause involuntary body movements" and "If perspiration develops, use tissue". Among the list of brands under Vinda Group are Tempo, TORK, TENA, Libresse and Drypers. 

https://www.facebook.com/team.muma/videos/636998740311651/?v=636998740311651

Vinda Malaysia's sales director Yapp Pau Ling said: "This is definitely a first for Vinda Malaysia. When Muma showed us this idea, we thought that it was quite a novel way to stand out during the 12.12 Lazada Sale when a sea of brands will be competing for attention."

Yapp told A+M that at the moment, the tissue market is relatively small for the brand in the eCommerce marketplace. Through its latest initiative, it hopes to create interest to acquire new customers and increase basket value. "12.12 is the perfect time because it is the festive season where we can encourage consumers buy and share with friends and family," Yapp said.

Yapp explained that apart from discounts, the brand will continue to work closely with eCommerce partners to offer more value to consumers. "We need to adopt a different strategy for online marketing vs retail marketing. Consumer who shop online are looking for convenience and good value," Yapp said.

Meanwhile, Muma's creative partners Choo Chee Wee and Donevan Chew said brands with the magic of creativity up their sleeves will be the ones that will rise above. "It is wonderful to have a client who is bold enough to take the creative leap with us," they added. Earlier this month, Chew joined the team after working at BBDO Malaysia, which began winding down operations in April this year, and Ogilvy Malaysia. He also worked at Leo Burnett and Grey. 

In a statement to A+M, Chew said the project took 10 weeks to complete, from conceptualisation to prototyping, design and production. "Many brands seem to be adopting the same old price off strategy when it comes to eCommerce platforms in Malaysia. We wanted to help the client try a difference approach and stand out in this environment," Chew said.

He explained that one of Vinda's hero products is the Vinda Deluxe Facial Tissues Soft Packs, which does not come in tissue boxes. Hence, the team thought it would be cool to come up with a unique tissue holder that could amplify music from consumers' phones."When the music stirs up your emotion or get you grooving, you can easily reach out for some tissue to wipe off your tear or sweat," he added.

Vinda's latest jukebox initiative is proof that a tissue box can serve multiple purposes. Separately last year, Kleenex introduced the Kleenex Charger Box during Hari Raya, allowing consumers to charge their mobile devices during the festive season. While the main intention of Vinda's jukebox was to create hype for its 12.12 sale on Lazada, Kleenex's campaign culminated in a contest. 

Enjoyed what you have read? Follow us on Instagram for the latest updates in Southeast Asia's marketing and advertising space!

Join us this 8-11 December as we address the new realities for PR and crisis communicators, explore how brands are dealing with the impact of COVID-19 , and discuss areas of priority for communications. It's an event you would not want to miss out. Register now!

Related articles:
Former BBDO ECD Donevan Chew joins creative shop Muma
Ogilvy Malaysia deputy ECD Donevan Chew heads to BBDO