Kimberly Clark Design & Branding DESIGN EDITION TOILETPAPER by CE+CO, J. Walter Thompson Frankfurt

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Industry Toilet Paper
Media Design & Branding
Market Germany
Agency CE+CO
Agency J. Walter Thompson Frankfurt
Creative Director Mark Karatas
Art Director Kathrin Waschek, Elena Sautner, Bettina Karmrodt
Copywriter Carsten Bug
Released February 2011

Credits & Description

Category: Special Editions & Promotional Packaging
Product/Service: TOILET TISSUE
Agency: CE+CO
Date of First Appearance: Feb 15 2011
Entrant Company: JWT GERMANY, Hamburg, GERMANY
Chief Creative Officer: Till Hohmann (JWT Germany)
Creative Director: Mark Karatas (J. Walter Thompson)
Art Director: Kathrin Waschek (J. Walter Thompson)
Art Director: Elena Sautner (J. Walter Thompson)
Art Director: Bettina Karmrodt (J. Walter Thompson)
Copywriter: Carsten Bug (J. Walter Thompson)
Account Manager: Petra Wunderlich (J. Walter Thompson)
Client Service Director/Chief Executive Officer: Bernd Adams (J. Walter Thompson)
Illustration: Gerald Eskuche (J. Walter Thompson)
Fashion Design: (Coco-Lores / BEcker / Dahlem / Frick)
Production: Claudia Klein (Transmission Advertising Services)
Production: Fabian Schrader (Transmission Advertising Services)
Customer Marketing & Activation Manager: Niki Schweitzer (KIMBERLY-CLARK)
Media placement: Special Edition Packaging - Distributed Via Special Instore Placement - Secondary Instore Placements With Special Edition Packs - 15 February 2011

Describe the brief from the client
The toilet paper brand Hakle wanted to develop a promotional concept to underline the premium positioning of their product range. In a price driven market, they wanted to be the first to provide a greater benefit to premium shoppers than just an extra roll with every pack.

Describe the challenges and key objectives
Research uncovered a simple human insight: everybody needs toilet paper and buys it all the time - but nobody likes to be seen with it in the streets, especially women who feel a bit odd to carry around a pack of toilet paper on their way home. For the 20-35 year old, style- and design-conscious target this is an even bigger issue. The objective was to come up with a promotional approach that addressed this problem in a first series of test markets.

Describe how you arrived at the final design
A unique product innovation was developed: a special edition designer pack. In fact, the first designer bags for premium toilet paper, created in cooperation with the German fashion label Coco Lores. The four different designs were used in unique secondary placments in supermarkets. The packs came in the special edition packaging that made toilet paper look good enough to be taken along to a cafe or while window shopping after buying it. No need to feel akward anymore.

Give some indication of how successful the outcome was in the market
The first edition of bags was sold out within one weekend. For the first time, toilet paper changed from a must-buy to a must-have, proving that design matters - even for toilet paper. This design idea had the power to change its category and created 100,000EUR in free news coverage, blogging and PR for our client.