Handee – It's handy
While competitors had been investing heavily in their brands over the years, Handee had not communicated a consistent brand message for a long time. The effect of this on the brand was beginning to take its toll.
Private Label brands had been going from strength to strength, with the Trade giving them preferential treatment and a competitive advantage. The market was becoming increasingly commoditised, with heavy price discounting. On top of all this, Paper Towels were a massively low involvement category, with little emotional connection.