Fares – a new packaging for a local Romanian Tea producer

Fares is one of the oldest Romanian tea producers, located in Orastie, the North-West of the country. Together with the design team at Rusu+Bortun, we redesigned the packaging of one of the ranges: Aromfruct.       The fruit shooting & the steam was done with the nice guys from Red Carpet Studio which I dearly...

Ariel is not one of the Procter&Gamble brands in the camp of Leo Burnett – that means Leo is not the global brand agency (but Geometry Global). But, the brand managers are assigned per category in P&G (ie – Laundry in this case) and so they got to know us from working on other laundry...

Max Factor, the premium beauty brand of Procter & Gamble, employes little to almost none traditional, ATL advertising. It is a rather PR-led brand, with a lot of in store comm back-up. This is because the brand has only a central brand management team, at Geneva, and it directly works directly with resellers. The resellers...

Mr Proper is one of Procter&Gamble brands with a smaller communication budget. Consequently, there are no local campaigns for each market, but adaptations of the central campaign. TVCs were produced in Russia and I coordinated their adaption in Balkan countries. Here’s such an example:   In other countries, the brand goes by the name of...

Fairy partnered with Masterchef as a show sponsor and main advertiser and they needed our help to develop several campaigns tailored made for this TV show format. The most integrated of them was the National Dish Debate – a challenge to find out what is the most loved recipe of Romanians. It revolved around chef...

Blend-a-Med, the toothpaste from Procter & Gamble, is a nice product in my point of view, but it does not allocate the budget for developing tailor-made campaigns, relevant for each market. So, it mainly adapts international campaigns, such as the one with Shakira. The brand often sponsors Romanians got Talent or similar shows to communicate...