MINI pack for MINI pocket

Agencies: Publicis Ukraine, SIGMA Client: Biosphere Corporation Partners: UM Ukraine New Strategies Group MSL (Ukraine) Publicis Ukraine: Mykhailo Petrusiak, Creative Director Dmytro Grushevskii, New Business Director Anna Doroshenko, Art Director Tamara Peretiatko, Copywriter Marta Kalynets, Client Service Director Anastasia Mikulska, Senior Account Manager SIGMA: Iryna Stralkovska, Account Director Ksenia Kuzmenko, Head of Sponsorship Biosphere Corporation: Natalia Korshun, Marketing Director, Hygiene Business Unit, Ukraine & Eastern Markets  Olena Khodorchenko, Category Lead, Universal Wet Wipes & Baby Hygiene  Tetiana Repna, Head of Design Anastasia Sumarokova, Category Development Manager Iryna Neskorozhena, Junior Category Development Manager Oleksandr Fedik, Digital manager

The world is moving toward minimalism: mini bags and compact backpacks push people to carry only the essentials — a phone, keys, and loose change. A standard pack of wet wipes feels inconvenient and unnecessary in this context — people only notice it when it's not there. Smile responded by launching Smile MINI — antibacterial wet wipes in a pack smaller than the smallest on the market. The product perfectly matched the need for compactness, but required non-standard creative and communication solutions. Functional arguments (antibacterial action, % of bacteria eliminated) no longer worked. The challenge was to quickly and visually communicate the value of the new format and integrate it naturally into the modern consumer's lifestyle. To capture the essence of the MINI format, we found a universal and recognisable symbol of compactness. Smile MINI turned out small enough to fit even the tiniest pockets. We literally found a new space for the product — the legendary fifth pocket of jeans, which for years existed as nothing more than a decorative detail. This gave us the campaign idea and key message: "MINI pack — for the MINI pocket." A simple, clear, and visual idea unified the entire campaign — shifting the communication focus in the wet wipes category from functional attributes to style and everyday comfort for the first time in years. We built a single visual ecosystem around the image of the denim pocket, integrated across all communication channels — and especially in the digital environment. • One creative code (denim background + pocket + minimalist graphics) was used across digital, SMM, OOH, DOOH, and even the SRP box design at point of sale — ensuring a seamless path from first media contact to purchase. • Digital was chosen as the campaign's starting point and primary consumer engagement channel — encompassing a YouTube and GDN video campaign, an influencer flight, organic SMM support, and retail partner collaborations. • Non-standard OOH and brand zones with real jeans let people literally slip the product into a pocket and physically experience its compactness. • Storytelling was amplified by the cultural context of the fifth pocket — from pocket watches and lighters to the iPod, once pulled from that very pocket, redefining what convenience means. • We reframed this image in an ironic tech-presentation-style film, introducing Smile MINI as a "new technological breakthrough": compact, ergonomic, next-generation. The campaign — with its denim character and lifestyle approach — united 14+ communication channels into a single 360° ecosystem, with digital channels playing a central role. Consumers embraced Smile MINI with MEGA love. The campaign generated a powerful brand effect. Business Results +17% sales vs. plan (volume and value) 15% MINI format share in the antibacterial portfolio — no cannibalization 6% → 10% Smile's market share in the segment Brand Metrics 57% → 71% brand awareness +14 p.p. 29% → 35% purchase in the past 3 months +7 p.p. 38% → 45% brand consideration +7 p.p. 70M non-unique contacts across all channels