MPG wins media account of YFY Paper's Mayflower tissue brand

MPG will handle media planning and buying in China for the company's wide range of paper products.

Genie Chin, MPG client service director, told Campaign Asia-Pacific that the client hired Publicis as its creative agency partner earlier this year.

YFY Paper will launch a new home tissue product this September in East China, with a major ad campaign in Q4 targeting women. The agency said that the upcoming campaign targets more of a niche market than competitors, focusing on softness and promoting emotional and feminine qualities.

Chin said that Vizeum worked on this client account for a new product launch in 2010. The ad spend in 2010 was US$1.9 million (RMB 12 million) to support one campaign. But it was not successful, according to Chin, so the client did not advertise in 2011, focusing its efforts on retail and below-the-line.

MPG's immediate challenges include optimising a limited budget to launch a new high-end product and raising the entire brand portfolio, according to Chin.  

YFY offers fine paper, industrial paper, paper containers and household paper products. Its three major brands of tissue are Mayflower, Tender and Deyi. Mayflower's direct competitors is Kleenex, based on pricing.

The company was founded by Ho Chuan in 1926 and is headquartered in Taipei. YFY Paper exports its products to North and Southeast Asia, the Middle East and Central and South America.