Advertising aimed at children has become increasingly regulated in Brazil in the main means of mass communication, such as TV, radio, magazines, among others. Every year, new rules and discussions restrict the manner of interacting and communicating with this audience, making any targeted advertising communication more difficult.

In this project we focused especially on innovating in terms of the material, the design and the media used, but always considering the values of the brand. To enable the project many tests were carried out involving the kind of fabric used on the tags, the font size and the printing quality. A very delicate design work was also done, so that the piece could keep the graphic language already used on the tags, but adapted to the children’s world.

The campaign’s result was a communication directed at the children audience and their parents, with a language and design adapted to their universe. For the brand, it was a way of strengthening the “Dirt is good” concept and creating a new place in the consumers’ life. If previously OMO Touch of Comfort was tied to the laundry room, with the Tag Tales the brand started to participate in the relationship between parents and children. For the final consumer, it was a sensitive way of getting closer to the brand, its values and an opportunity to connect even more with their children through the stories. Ten stories were printed, a total of 1,500 tags, distributed on the Easter collection of five stores of the Hering Kids chain. Since the campaign is still in progress and it’s a pilot project, the client will disclose the results at a later date.