+10% increase in sales after campaign start vs. previous year
The problem and our approach
- Under the brand Zewa, SCA offers bathroom tissues and household towels in Germany
- The project objective for our team was to generate new brand growth for Zewa household towels in a highly competitive and price-driven market
- We started with a market- and brand analysis and were able to determine the most promising growth strategy for Zewa: winning brand switchers of household towels
- For this we started to identify buying barriers of brand switchers of household towels towards Zewa, …
- in order to develop Power Insights that would convince the target group to buy Zewa household towels
Insights in our findings
Biggest buying barriers towards Zewa, qualified with private label users
- No / little perceived difference between cheaper brands and Zewa
- Better household towels are not needed (“they will be thrown away anyway”)
- Zewa household towels are much more expensive, although they do not offer more
Most convincing Power Insights to overcome the barriers, qualified with private label users
- Zewa: the most absorbent household towel
- “No dripping” so that you can bring even fully soaked paper towels to the garbage without dripping on the floor
- Special AirDry technique that allows to manufacture absorption pockets in the tissue that hold more liquid and lock it in safely
Based on the strongest Power Insights we developed a preference-generating positioning concept. This concept was the foundation for the development of new communication martial, including a TV spot, ads in journals, online and in social media channels.
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"The project with AMC has been really key to define our path for growth on household towels. This was especially crucial as there was a question if SCA should continue investing in branded household towels in a market that is mature and dominated by retail-brands.
The results give an overview of insights for innovations, communications and a brand extension potential."
- Marketing Director, Region Central -