Grey Group Thailand appointed AOR for DSG diaper brand Certainty

Leading disposable diaper manufacturer DSG International has appointed Grey Group to handle its disposable diapers brand, Certainty.

The agency will handle the brand’s strategy, advertising, point-of-sale communications, event management, public relations and corporate social responsibility initiatives for the Thailand market.

“Grey Group Thailand exhibited amazing tact, clarity and creativity in broaching the sensitive subject of diaper wear for adults,” said Chachanee Anantwatanapong, commercial director, DSG International, adding that they were impressed with the agency’s conceptualisation of touch points that went beyond product function to reach out and make an emotional connection with the target audience.

Pattaraporn Wongmesak, associate vice-president and country manager of Grey Group Thailand, said, “Our experience in the market segment and thorough understanding of the client’s business and objectives gave us the edge over the competition and the opportunity to collaborate with a world-class organisation in the disposable diaper industry. We are positive that this is just the beginning of a great partnership ahead.”

Work is already underway and the first campaign for Certainty will be launched in the second quarter of 2011.