Kleenex Double Velvet is making its presence felt on the pounds 500
million toilet tissue market with a pounds 4 million relaunch campaign
through Roose & Partners.
The new advertising - the first since the Kleenex toilet tissue brands
were acquired last year by the German group, SCA Hygiene Paper - aims to
rival the market leader, Andrex, by emphasising the brand’s
softness.
The 30-second commercial, ’the touch experience’, is Roose’s first work
for the brand since winning the account in April. The film, which
targets women - the traditional buyers of toilet tissue - relies on the
sensuous imagery of a young woman draped in luxurious, silky fabrics to
reflect the softness of the product.
Written by Roose’s creative director, Nick Fordham, and art directed by
Danny Lloyd, the commercial was directed by Robert Golden through Union
Commercials. Media buying and planning was handled by Mike Reid at
Roose.
SCA aims to establish Double Velvet and Kleenex’s premium brand, Kleenex
Quilted, in preparation for the phase-out of the Kleenex name in favour
of its own brand name, Edet.
Ed Will, the managing partner of Roose, said: ’This campaign is crucial
in the development of the brand towards SCA’s Edet. People have been
querying SCA’s commitment to growing brands in Europe. This activity
alone should correct that perception.’
