IN A NUTSHELL
Creating a brand for the discounters that disrupts the toilet roll category, using uplifting humour, rather than rock-bottom pricing.
The territory of the discounters is awash with ‘me too’ designs and ‘cheap as chips’ brands, but research showed customers weren’t prepared to sacrifice comfort or their loyal brands, even if they were spending less pennies when they go to the loo.
Using uplifting humour and not taking life too seriously, to catch the consumer’s eye on-shelf. Get them to rethink about the benefits of a mundane household product, they popped in the trolley without a seconds thought! Proving that cheaper can most definitely be more cheerful!
One of the best designs in the category that has raised a smile as well as listings, with a discount range that really does stand out from other suppliers with its creative and memorable approach.