Velvet brand gets a new look
11 February 2009
SCA is investing €5.5 million in the first quarter of 2009 and launching a new TV advertising campaign, to drive Velvet’s position as one of Ireland’s favourite toilet tissues. Triple Velvet and Quilted Velvet have been re-launched, with new packaging and strong shelf stand-out. Packs feature the brand icon Baby MD and the new Three Trees and FSC logos to communicate Velvet’s environmental positioning, and softness. SCA will ensure three trees are replanted for each one it uses. This ‘Three Trees’ initiative is a first and its ‘added value’ appeal at a competitive price point is expected to drive greater brand loyalty. Velvet’s poly packaging will now also contain a minimum of 10% recycled materials. The new ads see Baby MD venturing out of his boardroom and into the forest, where he introduces the new Three Trees message. Extensive below-the-line activity will be employed, which will tie in with SCA’s ongoing association with the Tree Council of Ireland, culminating with National Tree Day in October. The new look website will provide an interactive digital hub and be supported with a targeted online communications campaign.