Vinda Deluxe: The Malaysian Cause

Vinod Manoharan, Edmund Hon

Vinda Deluxe, the tissue brand, grew sales and brand scores in Malaysia by connecting their key product attribute with a consumer insight.

Campaign details

Brand: Vinda DeluxeBrand owner: Vinda InternationalAgency: Merdeka LHSMarket: MalaysiaIndustries: Toilet paper, Kitchen towelMedia channels: Competitions & contests, Events & experiential, Gaming & in-game advertising, Online video, Point-of-purchase, in-store, Public relations, Social mediaBudget: Up to 500k

Executive summary

Vinda Deluxe, a relatively new contender in the Malaysian market, had quickly become a formidable player in the local tissue category. Using the learnings from consumer insights, analysing competitor and market values, claims and norms, Vinda Deluxe crafted a unique product value and differentiator – tissue strength rather...

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