Malaysia (Ad-wow.com 30 September 2005) - Edwin Denim Malaysia's provocative campaign "No Edwin No Jeans" has created quite a furore with its new outlook since mid August. To bag up the whole concept of this non-conformity attitude, AdWOW! utilised the retail paper bag to display a creative use of media.

As an extension of its new slogan, "No Edwin, No Jeans, It's Me", the exaggerated size and having two sets of handles were meant to resonate the target audience's "rebellious" nature and at the same time differentiate itself from other retailers. The bag drew much positive albeit puzzled responses from the consumers. "Which is exactly what we wanted! Having such a distinct paper-bag not only brings out the target audience's 'I am different from you' attitude but also a marketing strategy to draw eyeballs to the brand." Creative Group Head George Heng explained.

With more revamps lined up for its other retail outlets, consumers can expect more outrageous items to come. May the creative evolution begin!

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