Quilted Launch

How can you replace a family favourite and increase, rather than lose, buyers?

Essity were replacing their Velvet Quilted product with Cushelle Quilted and needed to give existing Velvet shoppers a reason to make the switch.

Taking a full sofa to store approach to capture as many touchpoints as possible, we created a three-pronged approach.

Firstly, driving awareness of the new product via consumer press, trade comms, ATM ads in proximity to stores plus a highly targeted door drop campaign to closely match existing buyer profiles.

Secondly, incentivising purchase with product coupons seeded across relevant media, with one being immediately redeemable and another timed for purchase 12 weeks later to create on ongoing contract with the buyer.

And finally, providing reassurance of Cushelle’s benefits over Velvet with a money back guarantee, allowing buyers to claim their cash back if not satisfied with the replacement.

A double-digit increase in sales of Cushelle Quilted was enough to tell us we’d succeeded in persuading people to make the switch.