Delipapier: Emma

This case study describes how French toilet paper manufacturer Delipapier enhanced its position in an increasingly competitive market.

Delipapier: Emma

Leo Burnett France

What were the objectives for the creative work?

We underlined the main challenge we faced: how to create enthusiasm for toilet paper?

We focused on the "extra paper" product innovation of Le Trèfle MaXi Feuille. It appeared in contrast with our ever more digitalized society: we use less and less paper in our everyday life. Digital is killing the paper industry. Such an issue has triggered a war between digital defenders on the one hand and paper ones on the other hand.

In this war, journalists are on the front line. We mailed...

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