Kleenex Luxury Collection
The Throne Room
Brand loyalty in the toilet paper category is challenging, with many customers drawn to promotional, price-marked packs at the shelf. This means that the premium paper sector only accounts for 10% of overall category sales. Kleenex to tangibly drive the collection’s luxury message in-store and encourage same day purchase without discount coupons through a value-led proposition. As toilet paper is a very personal and functional product, the team had to be creative to bring excitement and fun to the aisle.
WHAT WE DID
We brought in a team of brand ambassadors to educate consumers on Kleenex’s softness, absorbency and overall luxurious feel. Dressed in butler-style attire with a large Kleenex throne as their backdrop, our teams intercepted shoppers at the shelf to drive trial with two SKUs – Aloe Vera and Clean Sensation – presented on a gold tray to enhance the luxury cues.