Paper round

(L-R) Brian Donaldson, CEO of The Maxol Group, and Daniel Baven, CEO and co-founder of Noahs

A deluge of marketing activity in the coming months, is set to shake up the paper products sector so be prepared for the demand for these new products in-store

Brand Central

18 April 2011

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At a glance: PAPER PRODUCTS

Homestead sales of paper products reached €4m in 2010
The paper range, which includes a variety of toilet rolls, kitchen towels and mansize tissues, is produced to the highest quality using 100% virgin pulp paper
Thirst Pockets Multi Cloth by Georgia Pacific hits the shelves this month
In a blind testing 89% of consumers said that Thirst Pockets Multi Cloth exceeded performance expectations
Cushelle’s new TV advertising featuring the Koala will be aired from 4 April and the nationwide road show will kick off at the end of April

Bringing value home

The Homestead paper range continues to be one of the strongest categories within the portfolio. Sales at the end of 2010 remained static in value and volume, a strong achievement considering the amount of promoted and extra fill branded product within the paper category available during the year.

With sales amounting to almost €4m in 2010 accounting for nearly a quarter of overall Homestead sales in that year, the brand is truly enjoying the success of this category. The paper range, which includes a variety of toilet rolls, kitchen towels and mansize tissues, is produced to the highest quality using 100% virgin pulp paper. The selection rivals any market leader while remaining well priced in order to compete successfully in the private label market.

Homestead Comfort Six for Four Rolls RSP €1.99 and the Homestead Soft 12 Roll Price Flashed €5.99 RSP which will be promoted at €4.99 RSP through 2011, are the true success stories of the Homestead paper range for 2010. The launch of Comfort 18 Roll Flashed €4.99 RSP will give the Homestead Paper range a good start for 2011 and will be available at various promotion times throughout the year.

Homestead brand manager, Janice Gibney says: “As the market becomes increasingly competitive it is imperative that we review our pricing on a continual basis and we look forward to bringing more savings to our consumer in 2011 to ensure we continue to bring value home.”

Thirst Pockets drive innovation in category

The kitchen towel market is about to get a shake up with the launch of new Thirst Pockets Multi Cloth, manufactured by Georgia Pacific. This new addition to the household category hits the shelves this month, and promises to revolutionise the way consumers clean. The product consists of a super-strong roll of kitchen towel that performs like a cloth, meeting all cleaning needs, whatever the challenge.

Homestead3 Consumers will be wowed by Thirst Pockets Multi Cloth’s versatility, tackling any job – big or small. Whether it’s wiping up small spills, polishing furniture and glass, cleaning the car or even scrubbing the hob, Thirst Pockets Multi Cloth will make chores simpler and kitchen cupboards less cluttered, performing like a duster, sponge and cloth all in one.

The pioneering cloth is so tough and durable that in tests during Georgia Pacific product trials in 2010, when products were tested wet, it proved to be 60% stronger than the leading brand.

Use it wet or dry

Thirst Pockets Multi Cloth has concentrated fibres ensuring a cloth-like feel and leaves no nasty streaks across shiny surfaces – making it the perfect cleaning partner for the spring-cleaning season and beyond. Because it can be used wet or dry, Thirst Pocket’s Multi Cloth is a high performance multi-tasker. For example, rather than swapping between scourers and wipes, one single cloth can be used to scrub, rinse and shine the bathroom. All thanks to advanced technology from Airlaid.

Airlaid is a specific process which uses cellulosic fibres that are longer than the conventional papermaking process. This creates a strong and absorbent product, which can be rinsed and reused.

Vicky Williams, Thirst Pockets marketing manager at Georgia-Pacific, says: “In blind testing 89% of consumers said that Thirst Pockets Multi Cloth exceeded performance expectations, with consumers specifically citing the strength and versatility of the product as well as the economic benefits of having two products in one. Multi Cloth is set to revolutionise the category with its unique use of advanced technology, and we know the product will be a real success story with consumers and clean-fiends.”

Christine Clarke, marketing director at Georgia-Pacific goes on to say: “This also is a great opportunity to drive category value. Consumers will use Thirst Pockets Multi Cloth for many more cleaning chores than they have previously used kitchen towel for, and because of this versatility the consumption of the category will increase. The MRRSP is also higher than the category average, thereby trading consumers up to the more premium priced products and adding more value to the category.”

The launch of Thirst Pockets Multi Cloth is being supported by a national TV advertising campaign, PR, online and in-store activity throughout 2011.

Thirst Pockets Multi Cloth launched this month in Ireland and are currently available in Dunnes and Tesco, priced at €2.99 (MRRSP). To place an order please call customer services on +441204 673522.

Cushelle irresistibly cushiony soft!

Cushelle’s new look packaging and logo have now started to hit the shelves. Watch out as the new TV advertising featuring Koala which will be aired from 4 April and the nationwide road show will kick off at the end of April.

Social sampling scores big for Kleenex

Kleenex’s Softness Worth Spreading programme lets people send samples to friends and family via Kleenex.com and through signups at more than 900 participating retailers in the U.S. and Canada. They could also send virtual Kleenex tissues to Facebook friends.

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