The challenge: Across Europe, the facial tissue category is in decline. Retail Customers see it as a tertiary business, of low value when compared to the bigger Toilet paper and Kitchen Roll segments.
Insight: Shoppers no longer see the benefits of one product to the next, It’s all just paper to them. Without any emotive benefits they simply choose the cheapest paper to get the job done.
Idea: Emotivation – a new category signage design system targeting high value/ high emotion needs among shoppers to encourage category penetration and trade-up.
Conversion / Results: Kleenex Balsam grew share in the segment +34% in value / Box weights grew +9% in value.
Kleenex Box share in the segment grew +10%.