• £10.5m marketing investment over the next 12 months, including a ground-breaking new TV campaign
• New product upgrades
Regional Marketing Director UK and ROI Richard Nall also announced latest market data, which shows that:
• Velvet toilet tissue is growing faster than the market at 9.4% value latest MAT and has grown by £11m to become 12.3% value share of market (Source: IRI to 8th October, 2011)
• While the total toilet tissue market has dropped 4.1% in volume terms, Velvet toilet tissue volume sales have grown 5.0% to hold an 11.7% volume share of market. (Source: IRI to 8th October, 2011)
• Velvet has seen strong growth despite total toilet tissue penetration falling by -0.1%. Velvet toilet tissue penetration has grown by 5.2% to 39.5% (Source: Kantar, 52weeks to 2nd Oct 2011)
He commented: “Velvet targets consumers who want to do their bit for the environment but who also demand luxury and quality from their toilet tissue. Backed by a strong environmental promise, Velvet delivers on both levels.
Velvet delivers luxury for you and trees for the planet – a commitment which will feature in our new marketing campaign from the start of October and will continue to do so in the future.”
The brand’s new TV campaign, which was aired for the first time on October 1, will no longer feature the award-winning ‘Baby MD’ character. It will instead focus exclusively on Velvet’s commitment to planting trees, including its ‘3 trees’ message and the luxuriousness of Velvet.
The TV ad, created by Fallon, uses stopframe animation and the Velvet tissue itself to create a zoetrope effect with over 3,000 individually cut paper frames. It takes the viewer on a forest journey, highlighting the 3 trees message and the part the consumer can play.
The campaign is one element of the £10.5m marketing investment which also includes trade marketing, social media, PR and online activity.
The two products in the Velvet toilet tissue range have also been upgraded. Velvet features a ‘now even softer claim’ while Quilted Velvet has a new embossed design. New packaging again reinforces the brand’s commitment to tree-planting together with strong product and luxury cues.