Brief

Belpak Tissues wanted to introduce itself to the Ghanaian market as more than just another tissue brand. The goal was to clearly communicate what makes Belpak a unique tissue that is strong but no hard, soft but not weak. To capture attention and win hearts, the brand needed a bold entrance that felt both relatable and memorable.

Insight / Big Idea

Ghanaians often deal with daily messes in the home, in the car, or at the office and they know not all tissues are built to handle the job. Many are either too rough or too flimsy. Belpak’s unique selling point sits in the sweet spot. So the message was simple and powerful. Belpak is Just Perfect. We built the campaign around that promise using the most trusted face in Ghanaian entertainment, Nana Ama McBrown, to bring everyday messes to life in a way only she can with energy, humor, and warmth.

Execution

We launched a high quality TV commercial starring Nana Ama McBrown, showing exaggerated yet familiar scenarios where Belpak steps in as the ultimate fix. From kitchen spills to makeup mishaps, Belpak came through strong and soft, just as promised. The visuals, scripting, and performance captured attention on screen and across radio and outdoor placements. Each medium reinforced the core message with consistent energy and flair. McBrown’s credibility and screen presence helped fast track public connection with the brand.

Results

The campaign introduced Belpak with impact. Viewers across Ghana connected with the message and remembered the name. The “Just Perfect” line became instantly recognizable and Nana Ama’s involvement deepened trust. Retail interest and consumer buzz increased. The campaign gave Belpak a confident voice and clear positioning in a competitive market — not too soft, not too harsh, just perfect.