Feb 3, 2008

A Name Changed and A Designed Campaign

The toilet paper Cotonelle from Scott Paper, changed its name (at least in Canada) to Cashmere. To 'celebrate' that change (or to brand it quickly) they first created the "White Cashmere Collection from Cotonelle". For such event, top canadian designers were invited to create a special piece in white cashmere.

But during 2006 they came up with a competition that seems taken from "Project Runway": they organized a contest between fashion students from Toronto and Montreal challenging them to create original garments using their product, Cashmere Toilet Paper.

Believe it or not, the dress you can see here was done with toilet paper. And while this is probably the most "Monkish" one (those are hand folded pleats of paper) it wasn't the only good one. In their website you can see all the finalists and I am sure you will find something that you like (and that you would wear if you are a girl or, let me rephrase that, if you wear dresses at all).

It is no doubt, a good idea. And I believe that is not just because it helps to established the change among consumers but also because between the name and the dresses the "properties" of the product translate in a very desired mixed of softness and strenght. Exactly what you want for toilet paper.

And exactly the opposite of what other brands are doing here in the US, by playing the imaginary battle (*) of strong vs. soft.

That is the case of Charmin, now offering two different products, Extra Strong or Extra Soft, what I believe it is an awful idea, as the first thing that comes to your mind when presented like that is that if you choose one, you don't have the other... and as we all know, we the consumers, we want it all. ;)

Back to Cashmere, here is their print ad that established with just visuals the same idea of softness and strenght.

And in their site you can also see their TV Spot that adds to the mix the idea of "luxury".

(*) The explanation of why I say "imaginary battle" deserves a whole article by itself but is directly related to focus group results and how brands 'read' those results.

Found via: AdvertEyes and StrategyMag

1 comment:

Paulo said...

Hoochie mamma!!