Le Trèfle: Emma

This case study describes a humorous campaign for Le Trèfle, a French toilet paper brand that was struggling in a competitive market.

Le Trèfle: Emma

Agency: Leo Burnett ParisAdvertiser: DelipapierBrand: Le TrèfleCountry: France

Objectives

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?

Strategy

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...

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