tears

Vinda Deluxe Tissues is a brand all about strength – specifically its signature knitted fiber technology. To champion the brand’s value proposition,  we decided to celebrate the strongest people of all – women. But in an era where feminist brand messaging is everywhere, how does a tissue brand convey this in a way that has never been done before?

Tears are often viewed as a negative, overtly emotional reaction – especially if the weeper is a woman. We turned this misperception on its head by presenting it as a new symbol of strength via vignettes of women doing what they do best.