Solite | Tenderness Nurtures Love
Even in the purest form of love: mother and child, there exists conflicts. When it comes to conflicts, there tends to be tension. Solite believes that by changing the tension into tender, mom and child can grow even stronger bonds, together solving the conflicts and aim to a better development of children.
Below is the brand’s journey from educating consumer on “why moms need to be more tender” to showing them “how to be tender.”
ACD: Khuong Cao
Copy-writer: Linh Nguyen
Art Director: Chi Do
Visualiser: Doan Minh Man
First and foremost, we created a hub to store all assets, helping followers to keep track of Solite’s tender journey.
Inspired by a little girl filming herself complaining about mom’s hardship, we created a series of kids secretly confess how mom upsets them.
We then launch a digital “Dictionary of tenderness” for Parents. In which they can find alternative phrases to communicate with their children in a more tender manner.
For instance, instead of saying: “STOP CRYING NOW", the Tender Parents will suggest you to ask: “Why are you crying?”. When presented an alternative, it will it easier for parents to treat their children with more tenderness. Because tenderness nurtures love.
A little surprise on packaging
to spread the love
2020 was a year of Rap in Vietnam but what does a tender brand has anything to do with the street music?
NBD. We found a way to catch up with the trend.
To wrap up the year 2020, the national tv channel VTV asked Solite to air their Tet MV on New Year’s Eve to bring good luck.
The campaign goes on.