Integrated Advertising Campaigns for Happies & Private Brands Target Iraqi Market

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Sanita Export’s integrated media campaign for leading baby diaper and feminine hygiene disposables brands seeks to enhance brand equity.  


Sanita Export re-launches an integrated media campaign in the Iraq market for Happies baby diaper and Private feminine napkin brands. The integrated campaign consists of TV commercials, radio advertisements, and outdoor billboard promotions.

Sanita Export will broadcast adapted versions of the television and radio campaigns for Happies and Private, customized to appeal to Kurdish consumers and effectively communicate quality features of the two hygiene disposable brands. The campaign will be launched in Kurdish on satellite & local TV stations and in Arabic on satellite TV stations.

Integrated Campaign in Kurdish

TV Stations: Kurdsat TV and Zagros TV
Radio Stations: Radio Nawa and Radio Dijla

Private ‘Passionate by Nature’ 

Launch Date: 18 March 2013

Happies ‘Catwalk’

Launch Date: 28 March 2013

Watch the Happies & Private Kurdish TVC

Integrated Campaign in Arabic

Private ‘Passionate by Nature’ & Happies ‘Catwalk’

Date: 18 March – 7 April 2013

TV Stations: AL Iraqiya TV, Al Sharqiya TV

Radio Stations: Summer FM

The outdoor billboard campaign for both brands will cover main regions throughout Iraq, including Erbil, Al-Sulaymaniyyah, Duhok and Baghdad and will utilize unipoles and billboards.

About Happies & Private Brands

Private feminine sanitary napkin brand includes Private Maxi, Private Extra Thin and Private Maxi Pocket sanitary napkins, as well as Freshdays panty liners and Miss Teen sanitary napkins.

Happies brand of baby nappies and wet wipes includes regular baby diapers and baby aqua swim diapers in different sizes, as well as antibacterial embossed wet wipes with protective cream and embossed baby wet wipes with lotion.

Happies and Private are produced by Sanita in Halat, Lebanon. Sanita is a member of the multinational INDEVCO Group.