Already the premium napkin category leader, Vanity Fair wanted to build share of everyday napkins. So we helped create their first-ever TV campaign. “Wipe on a Smile” successfully positioned their everyday napkin as a practical choice for every occasion, not just special ones.
This series of print executions had one goal: counter the notion that Vanity Fair Napkins are too good or too fancy for every day meals. These bold but fun ads gave moms plenty of good reasons to use Vanity Fair every day.
Vanity Fair’s “Wipe on a Smile” TV ads turn everyday moments into engaging and relatable stories. We shared the creative and imagery from those spots across a variety of on- and offline channels, where they have connected with a broad, receptive audience.
Advertising, Shopper Marketing
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