Starting Point
Scottex toilet paper has always been chosen by millions of Italians for its softness and gentleness.
Business challenge
On the occasion of the relaunch of the new toilet paper Scottex Original, focus consumers' attention on the performance of the product, confirming Scottex as the leader for 'softness'.
Action
Aspen implements a nationwide operation which, through a blind test activated in the territory, in retail outlets, in squares throughout Italy and monitored via the web, leads consumers to recognize the Scottex softness among different types of toilet paper. In addition, for every person taking the test, Scottex donates a roll of toilet paper to Italian elementary schools, thus becoming involved with a social activity.