In 2020 we formed the concept, and during the following years, Lambi saw a complete makeover from sale-focused marketing with humanized mascot-animal to natural, sustainability-focused harmony.
We repositioned the simple tissue brand and placed it into the lifestyle category, making the product more valuable and beautiful. We scaled the idea to all platforms. Starting from beautiful key visuals communicating naturalness, quality and lifestyle, including product concepts, packaging design and guidelines for sustainability communication.
The launch was the most successful Lambi campaign ever in all market areas (Northern Europe, Central Europe and Russia)—the highest ever "brand love score" and significant sales growth in all markets. Audiences highly liked launch campaign creatives, and according to studies, they communicated brand attributes: sustainable, environmentally friendly and high-quality.
