Sparkle: ReFUEL4 - The Age of AI in Advertising by Cutwater

To showcase Georgia-Pacific’s Sparkle paper towels as a brand that celebrates smart and savvy choices, the Sparkle team has partnered with San Francisco-based creative agency, Cutwater, for its new Make the Bright Choice campaign, which encourages consumers to spend less on every day little messes with Sparkle paper towels. While Sparkle has always prided itself as a smart choice, it’s ready to show off its spirited side with a new package design and a re-imaged Sparkle Fairy mascot (designed by Rebecca Weinberg) to celebrate our consumer’s bright and savvy choices.

Through this campaign, Cutwater and the Sparkle brand aim to encourage the resourcefulness of sensible consumers in a fun and innovative way, celebrating the brand’s loyal audience and driving greater support among other retail customers. The newly restyled Sparkle Fairy acts as a spirited, witty best friend to consumers, with a sensible and practical outlook. She serves as a symbol to celebrate individuality and assist in spending less per sheet on the mess with the brand’s paper towels.

The campaign includes a 30-second and 15-second TV spot called 'Gourmet Chicken Nuggets' which can be viewed below. The spots highlight the ways in which Sparkle paper towels are perfect for small every day messes and why using a premium paper towel for these cleanups is as absurd as ordering chicken nuggets at a fine restaurant. There will also be a second 30-second and 15-second TV spot called 'Paper Clip' that will roll out in May 2018.