Analysis: Sale Of The Week

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 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

environment.’ Eh?



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