Project Details
Name
Sector
Project Request
Agency
Fine Tissues (MENA)
FMCG – Hygiene & Household
Digital Creative communication strategy for MENA region
KWnG
Fine Tissues is one of the largest tissue brands in the MENA region, with over 70 years of heritage and wide distribution. Despite strong presence, the brand needed a refreshed digital communication strategy that would strengthen its positioning and resonate emotionally with a new generation of consumers.
THE CHALLENGE
While fine remained strong offline, its dominance was slipping in the digital arena. Competitors were reshaping consumer perceptions by owning the conversations, the humor, and the emotional storytelling onlin
Insight
People use tissues in every emotional state: sadness, stress, anxiety, joy, disgust, nostalgia. Since humans are emotional creatures by default, tissues are not just functional — their presence is as essential as anything else in life
Core USP
Massive distribution + affordable pricing.
Fine Tissues is always available, everywhere, at the right price — making it the most reliable tissue brand in the region!
STRATEGIC SOLUTION
We positioned Fine Tissues as “the emotional partner of life.”
Through the strategic concept “Here for Every Emotion,” we highlighted that Fine is not just a product, but an essential emotional partner that has been present through every moment, big or small
CAMPAIGN ROLLOUT
Phase 1: Worth It All (يستاهل كل ده)
We opened the campaign by anchoring Fine in the small but powerful moments of everyday life. From wiping away tears at a wedding to catching the mess of a child’s birthday cake, we showed that tissues are not just functional — they are woven into the milestones of our lives. This phase highlighted Fine’s vast distribution and accessibility: no matter where you are, Fine is right there with you, turning ordinary tissue use into proof of constant presence.
Phase 2: Mr. Fumbleton (أستاذ محتاس)
Then, we shifted gears to humor and sarcasm. We created a digital hero called Mr. Fumbleton — a character whose life is a series of hilarious mishaps, all made worse by the absence of tissues. From spilling drinks to public embarrassment, his clumsy scenarios dramatized the chaos of a world without Fine.
To extend this idea, we built a digital community called “نادي المحتاسين” (The Fumble Club) — a space where people shared their own funny, chaotic, tissue-worthy moments. Illustrated in a bold, cartoonish art direction, this phase turned Fine into the savior of everyday disasters, making tissues not just practical, but part of a shared cultural joke.
Phase 3: Saw It All (ياما شافت وشوش)
Finally, we brought the strategy home with emotion and heritage. For over 70 years, Fine has been there — in every house, every family, every generation. This phase framed tissues as silent witnesses of our deepest emotions: the tears of parents, the laughter of grandparents, and the moments that shaped families. By pressing on nostalgia, we transformed Fine into more than a brand — a heritage companion that has “seen it all.”