Nouvelle Toilet Paper: David and Goliath - Fort Sterling's Breakthrough to Branded Success

A new brand (Nouvelle) breaks into the massive spending toilet tissue market on a small spend, to gain the no.3 slot by 1990 in less than 9 months.
Agency: KHBBAuthor: Rupert Hopkins

Nouvelle Toilet Paper: David and Goliath - Fort Sterling's breakthrough to branded success

INTRODUCTION

This paper outlines how minor player Fort Sterling broke into the massive-spending toilet tissue market on a minimal budget (225K) to gain the number-three branded slot in nine months and, shortly afterwards, grab the number-one kitchen towel slot via a clever use ofco-ordinated branding.

This was achieved by:

  • accurate mapping and tracking of consumer trends
  • careful management of the trade to gain ...

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