Tempo Toilet Paper: The Perfect Man

Eva Ng

Campaign details

Brand owner: SCA Tissue
Agency: Publicis Hong Kong
Brand: Tempo Toilet Paper
Country: Hong Kong
Channels used: Internet - display, Mobile and apps, Newspapers, Online video, Outdoor, out-of-home, Product and other sampling, Sales promotion, Social media, Television
Media budget: 1 - 3 million

Executive summary

In Hong Kong, Tempo's growth was plateauing. Its business in premium paper handkerchiefs and box facials was hitting saturation. Toilet paper represents 57% of the household paper category value share. For long-term growth, this was the only place left. Within the 57%, Andrex reigned as sole premium brand with a steady 10% year-on-year share. For Tempo to succeed, it needed to switch Andrex buyers.

Tempo needed to convince current Andrex loyalists they should resist buying their current brand of toilet paper which was conveniently on sale (Andrex cut prices in defence) and instead go and buy the most expensive new toilet paper in town, all the while uncertain about the softness or the flushability (both key criterion) of the new toilet paper.