Japanese sanitary towel brand Elis tasks Grey Shanghai to boost brand awareness

Elis is the flagship product under Gold Daio, one of the biggest manufacturers in Japan. Gold Daio formed a joint venture with APP Group and launched Elis in China in 2006.

Despite being a major player in Japan, Elis trails in its product category in China, overshadowed by competing brands Whisper under P&G, Carefree under Johnson & Johnson and leading Japanese brand Sofy under Unicharm.

The brand previously used a local ad agency and this marks the first time Elis is working with a 4A agency.

Grey Shanghai won the new business following a credentials review process. The agency will be responsible for providing ATL and BTL communication services, including brand planning and management, creative services as well as channel marketing.

“Nowadays, the sanitary napkin category is getting more and more competitive and with homogeneous claims from different brands, says Bernard Wong, general manager of Grey Shanghai.

“In order to get valuable insights, we need to dig deeper to find out more from the females’ point-of-view, identify market opportunities; then connect it with Elis’ unique selling points to build brand positioning and differentiation.”