Paseo

Calorie Absorb

Social Media

The campaign aimed to highlight the benefits of Paseo Calorie Absorb tissue, specifically its ability to absorb 234 Kcal/sheet of excess calories and grease to from fried foods. The focus targeted on women, elderly individuals, and health-conscious people.

"More Me Time"

1 Video

The video contrasts two scenarios. Previous weeks, a young woman was shown working out intensely after eating delicious fried food, illustrating the effort she had to put in to balance out the calories. After using Paseo Calorie Absorb tissue, she continued to enjoy her favorite fried foods without the need for excessive exercise. The video highlights how Paseo allowed her to savor her meals and still have more time for relaxation and self-care, effectively integrating healthier eating into her lifestyle.

"Fried Banana"

2 Video

This video focuses on showcasing the durability and effectiveness of Paseo Calorie Absorb tissue. It reassures viewers that the tissue is robust and reliable, capable of handling greasy foods efficiently.

"Mukbang"

3 Video

A livestream-style video featuring an elderly man enjoying fried tofu. Usually, elderly individuals avoid greasy foods due to health concerns, making mukbang events a source of worry. However, with Paseo Calorie Absorb tissue, he can enjoy his favorite fried foods without concern, knowing that the tissue effectively absorbs excess oil and helps manage calorie intake.

GIF: "Absorb Your Worries” "Crispy, Not Guilty."

Whatever the fried food, the solution is Paseo Calorie Absorb.

Communication
Concept

"Squeeze Away 234 kcal"

Illustrating a tissue squeezed in the middle, it emphasized the tissue's role in absorbing excess calories, reassuring the target audience that they could enjoy fried foods without the added worry of extra calories.

"Why Peel a Fried Banana"

This carousel highlighted the durability and effectiveness of the Paseo Calorie Absorb tissue. The visual played on the idea of the tissue sticked to the food, humorously implying that the tissue stayed in place and worked effectively to absorb excess oil and calories, unlike other less effective options.

Paseo "Less Calorie" Indonesian social media campaign

Paseo "Why Peel Fried Banana?" Indonesian social media campaign

Paseo "Squeeze Away Calories" English social media campaign

Paseo "Non-stick" Indonesian social media campaign

Paseo "Less Calorie" English social media campaign

Paseo heart-shaped tissue social media campaign

"Love for Your Health"

This image emphasized the health benefits of using Paseo tissue. By folding the tissue into a heart shape, it represented care for one's heart and health. The message communicated that using Paseo Calorie Absorb tissue was a loving choice for a healthier diet, reducing the calorie content of fried foods and promoting better eating habits.