The new integrated marketing campaign reaches out to the Quilted Northern Soft & Strong audience "where they live, work, and play" – a way to make the "taboo bathroom conversations talkable," the company notes. The campaign features television, print, quick response mobile technology, social media (furthering the conversation with Facebook, YouTube, Twitter), and in-store and promotional events to reach the brand’s audience. All of the campaign elements will ask consumers to talk about ways to share their bathroom experience, overcome adult inhibitions about bathroom talk, and enjoy laughable moments, like getting tissue stuck to the bottom of your shoe.
"Given express permission by our consumers, we are changing the discussion about the toilet paper product category," said Patrick Davis, senior marketing director, Quilted Northern. "The new campaign will connect with our audience and drive the dialogue about the importance of clean. As consumers try our new Quilted Northern Soft & Strong, they can talk about its improved reliability and other desirable qualities. We’ll listen, which will help make our toilet tissue even better in the future."
In preparation for the campaign, the Quilted Northern Soft & Strong brand team spent two years listening to thousands of comments and suggestions about its products. Flush with insights from those conversations, the brand created a new discussion about toilet tissue, one that is shaped by consumers. Georgia-Pacific learned that Quilted Northern consumers are straightforward when it comes to toilet paper. "They want confident cleaning that is not rolled up in roundabout bathroom talk but instead expressed in direct language," the company says.
"We have learned that our consumers want continued product improvements that demonstrate confident cleaning," said Davis. "They expect standards like ‘strength’ or ‘softness.’ But we found that there are deeper expectations around ‘clean’ and how it affects confidence. Our audience would prefer a dialogue that is more informative and direct, while less euphemistic."
More information about the new campaign is available online.
TAPPI
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