Roose launches debut spot for Kleenex brand

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.

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.’