SCA Hygiene Products – Triple Velvet Tree Detective

Agency name: Chemistry Communications Group
Client name: SCA Hygiene Products UK Ltd
Category: Brand-building

BACKGROUND

Toilet tissue – for most, is one of the lowest interest, yet most frequently purchased products.

It’s a purchase that consumers rarely deliberate over, blindly reaching for whatever they know and always buy (or what’s on the best price deal that week).

This was the challenge that we faced. As the number two in the market Triple Velvet needed to create a point of difference to capture consumers’ attention, taking on the (Andrex) puppy head to head.

Triple Velvet had a newly launched environmental brand message, that for every tree they use they ensure that three more are replanted; this was a relevant point of difference, particularly for them to stand out from the competitors.

NATIONAL CONTEXT OF THE CAMPAIGN