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.