Le Trèfle: Emma

Agency: Leo Burnett Paris
Advertiser: Delipapier
Brand: Le Trèfle
Country: France


How do you position a challenger toilet paper brand like Le Trèfle (on the verge of disappearing) as an important player in the competitive French market?

How do you also support the sales force to help them get the product into new distribution channels?


We reconsidered the new Le Trèfle as a product with extra paper, in a world where we use less and less paper. Today, digital is killing the paper industry. That was an opportunity for Le Trèfle to become the iconic brand of paper defenders.

Creative work

The ad features a man who is inseparable from his iPad.

His partner on the other hand, Emma, uses paper for everything: to draw, to leave messages on Post-it notes, to do a crossword puzzle, and to read a paperback.