Sanita has introduced Gipsy Bamboo, a new tissue range designed to elevate everyday performance through enhanced softness, absorbency and natural purity. The launch reflects Sanita’s commitment to listening to consumers and responding to evolving market expectations with meaningful innovation.
With more than 50 years of category leadership in Lebanon and backed by the multinational INDEVCO Group, Sanita has built its reputation around understanding what consumers need and responding to change. True to its core motto, “We Listen to Change,” Sanita is taking that philosophy one step further with its latest innovation: Gipsy Bamboo.
Developed under Gipsy, a well-established household brand in Lebanon, the range transforms bamboo fiber into a distinctive consumer proposition across facial tissues, toilet rolls, kitchen towels and interfold tissues.
Softness You Can Feel from the Very First Touch
Gipsy Bamboo was created to deliver tangible benefits from the first use: a softer, more elevated tissue experience. Product testing recorded an 18% improvement in softness and a 21% increase in absorbency compared with conventional tissue. The tissue is also unbleached and non-recycled, giving it a naturally beige appearance that communicates its purity and minimal processing.
These advantages allow Gipsy Bamboo to stand apart in a category where consumers increasingly expect more than basic functionality. It combines comfort, performance and a distinctive natural identity in one complete range.
A 360° Integrated Campaign: Bringing Gipsy Bamboo to Life Across Every Touchpoint
Introducing a new standard in tissue required more than a new product on the shelf. Sanita’s 360-degree strategy combined above-the-line storytelling with below-the-line activation, moving consumers from curiosity to trial in one connected journey. Rather than treating the range as another shelf addition, the team positioned it as an innovation capable of strengthening Gipsy’s relevance and earning consumer trial.
Above-the-Line: Driving Awareness and Engagement
The campaign began with the teaser message “Lech Bamboo? La2anno Bamboo,” supported by Gipsy Man content across Instagram and TikTok.
The reveal then introduced “Lech Gipsy? La2anno Bamboo,” using a visually impactful chaos-to-calm concept to connect the product benefits with the familiar Gipsy personality. Influencer collaborations, a dedicated landing page and outdoor billboards extended the campaign’s reach across digital and physical touchpoints.
Supporting the campaign’s physical rollout, MediaZee worked closely with Sanita to translate the campaign into high-impact outdoor and retail touchpoints, handling OOH design adaptation and execution, media planning and booking, printing and production, as well as key on-ground activations.
Website: https://gipsybamboo.com/
Instagram: https://www.instagram.com/gipsybysanita/
Below-the-Line: Flawless Execution at the Point of Purchase
Strong communication was matched by equally strong retail execution. Enhanced displays, eco-friendly floor stands, branded gondolas, shelf talkers and other high-impact materials gave Gipsy Bamboo strong visibility across key accounts.
The mega displays installed at Spinneys Hazmieh and The Hub transformed the launch into an interactive consumer experience, combining testing stations, digital screens, bamboo elements and dedicated product displays that enabled shoppers to experience the softness, strength and performance of Gipsy Bamboo firsthand. In-store promoters further encouraged engagement and trial.
MediaZee supported the on-ground execution, from the design and production of floor stands to the development of two impactful mega displays. Close coordination and prompt on-ground support helped ensure that the campaign’s physical presence was delivered smoothly and consistently across locations.
The consistency between the campaign idea, media communication and retail execution created a seamless consumer journey, moving audiences from curiosity to awareness, experience and purchase.
Innovation with an Additional Environmental Benefit
Alongside its performance advantages, bamboo provides a more renewable fiber option. It reaches maturity faster than conventional trees, while the production data provided for the range indicates lower water consumption and reduced effluent toxicity. This environmental dimension strengthens the proposition without changing its primary promise: a high-performing tissue range created around consumers’ everyday needs.
Gipsy Bamboo is not simply a new tissue range. It is a confident step forward for Gipsy and a new standard of performance for the category.
About Sanita
Sanita is a leading manufacturer of household, institutional, and personal care products, backed by over 50 years of expertise within INDEVCO Group. Its portfolio spans hygienic tissue, baby and adult care products, feminine napkins, aluminium foil, cling film, trash bags, liquid soap, and more. Sanita serves markets across the Middle East, Africa, Europe, and Asia, delivering high-quality solutions to wholesalers, retail chains, and distributors.
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