Velvet Toilet Tissue - Tough Sell in a Market Gone Goft

David Howard

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product.
Agency: PublicisAuthor: David Howard

Velvet Toilet Tissue – Tough Sell in a Market Gone Soft

INTRODUCTION

This is not really a story about toilet tissue, rather it is about our relationship to the stuff, where it fits (as it were) into our world and whether or not to embrace what we actually use it for.

The planning challenge really centred on this issue: Was the modern consumer really interested? Did they ever want to think about these things? Wasn't this a part of their lives taken care of now? As long as there was no returning to...

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