Bamboo pulp tissue is yet to be in the mainstream, so the first task is to make it familiar to the public. Thus, Oulu is positioned as a cute and caring tissue brand. The packaging opt for a cartoon panda to point out the origin of bamboo. The brand also gets in touch with customers in events like street counters and Caritas Charity Bazaar. Besides advertisements on buses and in MTR stations, in order to promote the two characteristics of the brand, natural and antibacterial, Quinones Didi is introduced in our campaigns. Customers’ reviews and related trivia are shared by the character on social media, further increasing engagement with potential customers.