The Media Vehicle, which specialises in the heady world of
supermarket trolley advertising, pulled off a coup by signing up
toilet- tissue and sanitary-towel king SCA Hygiene Products for a
four-week campaign. You may mock but The Media Vehicle’s account manager
Nigel Ilsey sold SCA Hygiene - which owns the Bodyform and Kleenex
brands - 174,000 posters on the front of its trollies.
The posters, for Velvet toilet tissue, are based on the snobbish
Hyacinth Bucket-inspired character from the current TV commercial. They
will appear this week on trollies in Safeway, Asda, Tesco, Somerfield,
Kwiksave and Sainsbury’s.
Ilsey worked with Carat, which did the planning, and Posterscope, which
bought the sites, to get the deal off the ground.
But what does the client think? ’SCA is looking to drive sales by
targeting consumers close to the actual point of purchase,’ said SCA
Hygiene group tissue manager Lesley Cordial. ’This achieves cut through
in a cluttered environment via a medium that acts as a motivating
reminder for the brand while the consumer is in a purchasing