Cushelle New Product Launch

When Essity were replacing their Velvet Quilted product with Cushelle Quilted, they asked us to give the former’s shoppers a reason to switch.

We needed a full programme of activity that would drive awareness, incentivise trial and reinforce the product benefits at each stage from home to store.

The result was a range of shopper solutions allowing shoppers to test just how ‘quilty’ Cushelle was for themselves with a money back guarantee to overcome risk , extensive couponing through door drop and ATM’s to set an intention to purchase, in-store media and display to encourage switching at fixture and online ads to drive awareness pre-shop.

The results was a whopping 73% rise in sales of Cushelle Quilted from switching Velvet shoppers.

Client: Essity
CATEGORY: Toilet Paper, Personal Care