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Creating an Expert

Georgia-Pacific wanted to give women a good reason
for using Vanity Fair Napkins everyday, not just for
special occasions. The trend in big-box and club
shopping to offer consumers fewer but more premium
brand choices was putting added pressure on GP
to maintain existing shelf space

 Brand Bible

Brand Bible

 Character Development

Character Development

 Brand Campaign

Brand Campaign

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 Entertaining Guide

Entertaining Guide

 Website

Website