Tontine: The first pillow with a 'best-before' date
Agency: Happy SoldiersAdvertiser: TontineAuthors: Mark Sareff and Sophie PriceTotal Campaign Expenditure: $1 – 2 million
Strategic communications challenge
Even though Tontine, Australia's biggest pillow manufacturer, had over 50% share of the pillow market they had a dual problem. Their category was stagnant and retailer own label was taking increasingly bigger bites out of their share.
Very little had been done by any of the pillow brands beyond periodic price promotions. The category was increasingly merchandised as an undifferentiated sea of white (worst in Discount Department...