How to make facing an empty toilet roll fun and build brand loyalty in a low interest category at the same time.
Edet is a SCA toilet paper brand on the Swedish market. To help increase sales we were asked to present ideas for both brand strategies and tactic communication activities.
Shelf space for private labels is swelling. We needed to come up with a scheme that increased brand exposure in-store as well as out-of-store.
We decided to base our strategy on becoming better at meeting target audience actual needs and reach beyond their expectations. We knew that the right kind of out-of-store marketing activities would entice grocery stores to give our brand end of aisle and maybe even floor exposure space. This kind of additional exposure was key to meet sales goals.
We produced in store materials (on-pack, trolley and shelves), a campaign site, a mobile app including a game tailor made for the bathroom and we also came up with a world first marketing scheme.
Based on the simple insight that there's nothing fun at all with an empty toilet roll, we designed our very own market innovation. By printing unique numbers on the inner rolls consumers were invited to a contest and to play a web-based game.
Since the core target audience consisted of parents juggling everyday family life, it was of outmost importance that the rewards supported their lifestyle.
Everyone who entered the contest was in the run up to win a year of home cleaning services or door-to-door food deliveries.
By producing rewards that were spot on for our busy target audience, we were able to add both entertainment and thoughtfulness to the brand experience.