Softness That Brings Us Together
Amidst economic, social and personal challenges, Quebecers are seeking moments of comfort and joy. Recognizing this, Royale was looking to create a campaign tailored to the Quebec market. The challenge was to position Royale as more than just facial tissues by highlighting its softness as a functional benefit and deeply human value.
By showcasing how Royale makes life’s moments softer, from tears of joy to moments of sorrow, we created a campaign centered around emotional connection.
The whimsical campaign, “Royale, ça rend tout plus doux” (Royale, it makes everything softer), used playful, relatable scenarios to highlight how softness can bring comfort, joy, and tenderness. Iconic fluffy white kittens appeared in a cat tapestry, reinforcing the brand’s signature imagery across channels with warmth and charm.
By aligning with cultural insights and emotional needs, it resonated with Quebecers, reinforcing Royale’s trusted role in bringing softness to everyday life.
