Campaign details

Agency: Blue Chip Marketing

To launch a new superior quilted variant of Cushelle toilet tissue via targeted door drops. The challenge was to raise awareness, and increase sales.

Strategy

The aim was to drive sales of Cushelle's new quilted toilet tissue, whilst avoiding cannibalisation of existing Cushelle buyers.

Targeting profiled consumers with a proven propensity to spend more on quality products, and with a bias to older households across UK regions and postcodes that over-indexed against quilted shoppers

This methodology identified the four million UK households with the highest penetration of quality focused consumers and a known propensity to buy competitor quilted toilet tissue whilst avoiding current Cushelle shoppers.

Meanwhile three distribution channels were selected based on optimum ROI, and money-off coupons in the door drop leaflet provided multiple benefits.

The doordrop was scheduled to land one week after the TV advertising campaign launched, reinforcing and maximising the brand message.

Creativity