PROJECTS

"SCOTTEX DONA UNA CAREZZA" PRODUCT REPOSITIONING

STARTING POINT

Facilitate Scottex Carta Igienica repositioning on the Italian market.

BUSINESS CHALLENGE

Create a new standard for the consumer by building an emotional connection with the brand and implement the communication plan.

ACTION

The project unfolded through a series of consecutive initiatives, leveraging different touchpoints: a guerrilla activity in Milan’s Central Station which went viral on the various social channels; an activation in the main retail stores; a user-generated content campaign to engage consumers ; and, to conclude, a contest, “Il Rotolo Delle Carezze” rewarding lucky consumers who found a “special” roll inside the Scottex toilet paper packs.