Bringing the correct perception to life
Paloma has developed a new line of premium toilet paper Paloma Sensitive Care, the inspiration for which were perfect softness and a sense of safety for a caring touch of gentleness. However, the customers misperceived the line of toilet paper – they saw it as a curative product instead of a premium one. A challenge arose in changing the established perception into the desired position of the product, without damaging other Paloma brands of toilet paper.
Let’s capture nostalgic moments
The main attribute of the premium brand Paloma Sensitive Care is the indescribable softness which envelops the user’s skin. We achieved the depiction of this attribute with an emotional story of a “security blanket” which speaks to parents’ nostalgia.
As soft as a security blanket
It is nice to feel perfect softness on your skin. It pampers with a gentle touch like a security blanket, which calms a child and helps them sleep. The starting point of the campaign was a video featuring a likeable 6-year-old who fulfils his need for softness and calmness in Paloma’s products. The emotional story presented with a core message of “A caring touch of gentleness” summarises the main attributes of the brand – quality, softness, safety, and natural materials.
In addition to the TV advertising we spread the story of the soft touch to the external, online, and printed advertising, social media, and prepared a special landing page and decorated points of sales in the motifs of the campaign.
Results without taking over the market share of other brands
During the campaign the advertisement on Paloma’s Facebook and YouTube profiles reached over 100,000 views. At the same time, the likes on Paloma’s Facebook page increased by 90%. With the communications campaign we reached the set objective: we raised the market share of the brand Sensitive care (by 3.1 percentage points or 114%) without damaging other Paloma brands.
